1. the curiously uncomfortable sensation of second-hand embarrassment, brought on by witnessing an action (or person) that is douchey, lame, awkward, or corny.
2. The thrill and agony that comes with witnessing a social disaster. Wincing in embarrassment after watching a slightly offensive punchline that, announced with pride and excitement, meets with complete silence. The shuddering evoked by the novelty t-shirt worn by a man parading a self-congratulatory smirk as though thrilled with the genius of poking fun at the 19-year-old National Dairy Council “Got Milk?” campaign.