MAKING YOUR APOLOGIES COUNT

DR. MISTY L. KNIGHTHUMAN COMMUNICATION STUDIES

“Faux-pology”

Ben Roethlisberger

NFL Quarterback, Roethlisberger apologized for “committing no crime” yet “falling short” of expectations of personal conduct. April 2010.

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Tiger Woods

Golfer, Woods apologized for extramarital affairs and “hurtful behaviors.” February 2010.

Kanye West

Musical artist, West apologized for interrupting Taylor Swift’s VMA acceptance speech. September 2009.

Danica Patrick

Race car driver, Patrick apologized for “poor choice of words” in a Sports Illustrated interview. June 2009.

Michael Phelps

Olympic medalist and swimmer, Phelps apologized when a photo of him smoking marijuana is published in a tabloid. February 2009.

John Edwards

Presidential candidate Edwards apologized for his part in an extra-marital affair in which details continue to emerge. 2008-2009.

Hillary Clinton

Presidential candidate Clinton apologized for insensitive comments made during her presidential campaign. May 2008.

Eliot Spitzer

New York Governor, Spitzer apologized when an extra-marital affair is publicized. March 2008.

What is self-defense rhetoric?

Self-defense rhetoric, or apologia, is a strategy that is used to defend oneself after an accusation has been made.

Rhetoric simply means persuasive speech.This particular form of rhetoric is designed to

increase or preserve ethos, or credibility.

Common Characteristics in Apologia

DenialBolsteringDifferentiationTranscendence

What are the ethical implications?

An apology is taking responsibility for a harmful act.

What is the motivation to apologize?

There are two positive motivations to apologize: To salvage or restore the relationship To minimize the pain of the one harmed

There are two negative motivations to apologize: To escape punishment To relieve oneself of a guilty conscience

What should a real apology entail?

There are six basic steps:1. Acknowledge violation of moral norms or

relationship rules.2. Specifically name the offense.3. Accept responsibility.4. Explain, not rationalize, motivation for the behavior5. Make restitution6. Express regret

Mel Gibson

Actor/Director/Producer, Gibson apologized for racist and sexist comments made during an arrest. August 2006.