(a) Looking away when someone is scolding you is normal, for both children and adults. When someone is saying something that is embarrassing to us, we tend to look at the floor, etc.
(b) Personally, I think it is unnecessarily cruel to force a child to assist in his own punishment, and teaches subservience rather than good morals and ethics.
From the old-fashioned "bring me my belt!" to the modern "stand on the corner holding this sign that says 'I am a liar'", I think this adds an unnecessary dimension to a punishment. Demanding that someone help you punish him just seems cruel to me.
What if the child refuses to help punish himself? Is there another punishment for failing to help in the punishment? What if he doesn't help with that? You can create a cycle of punishment where the punishment is for something far removed from the original offense. Like in this case, if you say, "Look at me while I scold you!" What if he doesn't? Then what? Will you have some additional punishment for failing to look at you? What if he doesn't look at you while you scold him for not looking at you?
This puts the child in control instead of you. He can turn a confrontation into a contest of wills. If you require his co-operation to punish him, then if he refuses to co-operate, he thwarts the punishment. Meanwhile you become more and more frustrated because your efforts at punishment are not effective.
Perhaps more philosophically, it shifts the issue from the actual offense to obedience to authority. When my children were growing up, I wanted to teach them that, for example, stealing and unprovoked assault are wrong, not that disobeying authority is wrong. There's a fine line there, I guess, as all rules imply some authority, but I didn't want to be teaching my children, "You must do this because I say so" but "You must do this because it is right." Demanding a child assist in his own punishment just seems to me to be saying, "You must meekly obey all orders" rather than "You must learn what is right."
When my kids were growing up, I never demanded that they help or co-operate in any punishment. I didn't tell them, "You are not allowed to play with that toy". I took the toy and put it someplace where they couldn't get it. On the rare occasions where I spanked a child, I didn't demand they come to me. I chased them if necessary. Etc.