An emerging strand of research claims that blame is justified on the basis of its instrumental role in serving to ‘cultivate’ or ‘scaffold’ moral agency in those to whom it is directed. On these instrumentalist accounts, our actual collective responsiveness to moral considerations is largely explained by the scaffolding or cultivating force of blame as directed at us. We believe that there is some reason to be sceptical of the instrumental role assigned to blame on these accounts. This is because (...) there is evidence from the psychology literature on prosocial behaviour and moral development that blame may be directly ineffective; it may be ineffective in inculcating moral norms in the children and young adults to whom it is directed. We concede that blame may have this proximate instrumental role in scaffolding moral behaviour in adults, however we believe that such accounts overlook what we think is likely the more central instrumental role of blame. This is the role blame plays in the moral ecology: the models, narratives, scripts, and cultural frameworks that we internalize. The most central instrumental role of blame, we claim, is to indirectly foster moral considerations responsive agency in third parties through modelling behaviour observed in the moral ecology. (shrink)