When you cringe while watching people embarrassing/publicly
humiliating themselves, especially when they DON'T deserve it. People who
suffer from this are generally empaths, or they may suffer from severe
social anxiety.
"I tried to tell my friends that Dave couldn't dance, but they forced him to anyway. I got
second-hand embarrassment in the worst way while watching him. By the time I pulled him out, his face was the deepest shade of red imaginable, and it didn't take a
rocket scientist to figure out that he was trying not to cry from embarrassment. We haven't been on speaking terms with those "friends" since that incident."
Moral of the story: Don't force people to do things they're not comfortable with, especially under protest. It may be funny to you, but you've gotta think of other people.