Discipline vs Self-Attack: Most People Confuse Them

But self-attack how, you're not punching yourself in the face... right?

Shame can be a self-attack though, sometimes it happens on auto-pilot. What would you say to someone who was actually punching himself/herself in the face because they thought they deserved it? 

Would you say: STOP STUPID! 

Or would you say: Yo you don't deserve to be hurt like that.