What's it called when someone's overly concerned with what other people think and how do they treat it?

[M]

Does it come from passive bullying, like being exposed to gossip-mongers, or is it a born thing like a kind of social anxiety or phobia? Are these kinds of people especially well-suited to public life (because they're always thinking of their reputation) or especially poorly-suited for precisely that purpose?

Does the media create this social sickness to bolster the value of its photos and paparazzi materials and create a market where there should be none?