The correlation is simple. To do so whilst at the same time rubbing it in the face of others constitutes a lack of social awareness or possibly Narcissistic tendencies.
By 'it' I assume you refer to the use of imprecise language? When a canine defecates on the carpet, should you not rub his nose in it in order to discourage him from doing it again?
In regards to my displaying a lack of social awareness, there is a difference between being socially aware and being indifferent to the plight of others. In any case, there could be some truth to the suggestion of narcissism.