A body seen floating in Auckland's Waitemata Harbour was ignored, joked about and photographed, but few people were willing to help.
A sociologist says the reaction from the public wasn't surprising, because the immediate response in the digital age is to take pictures for your friends rather than to act.
Brett Taylor, from Beachlands, East Auckland, came across the body floating face-down beside Princes Wharf on Monday morning. He and his wife stopped, made sure police were called, and waited for the body to be picked up by the police launch.
The number of people who took pictures on their mobile phones and walked away was upsetting, he said.
But University of Auckland sociology lecturer Ronald Kramer said it was just a sign of the digital times.