From stimulants to 'doping': stigmatisation processes and advances in the threshold of shame

In this chapter an advance in the threshold of shame towards doping amongst cyclists, journalists and other social functionaries is illustrated. It documents how the use of various stimulants became increasingly conferred with shame while the changes in cyclists and journalists’ responses and behaviour is also illustrated. As the use of stimulants became more regulated and conferred with shame in the 1960s, cyclists’ initial responses were largely devoid of shame and embarrassment. In the following decades such responses were increasingly replaced with anger and declarations of innocence as practices became further removed behind the scenes. The process was one interwoven with counter-spurts and schisms in the opposite direction, often running concurrently. However, when a long-term perspective is taken, one can observe that an advance in the thresholds of shame and embarrassment towards doping has occurred.