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Feeling embarrassed for someone else because of the ridiculous thing they are doing (and apparently not feeling embarrassed themselves) can be said only that way in English, I believe.
It has been termed as 'embarrassment on behalf of others', too, but the concept is 'feeling embarrassed for someone else who is apparently not feeling embarrassed about what they're doing'.
For example, if someone thinks they can sing very well but, in reality, performs horribly, we can feel embarrassed for them (since they are certain they sing well and have no need to be embarrassed about how horrible they sound).
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