Seeking sincerity, finding forgiveness: YouTube apologies as image repair

Sandlin, Jean Kelso; Gracyalny, Monica L.

doi:10.1016/j.pubrev.2018.04.007

Cited by 46 publications

(27 citation statements)

References 78 publications

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“…Earlier studies have indicated that positive attitudes toward the apologizer increase the persuasiveness of a YouTube apology (Manika et al, 2015). Sandlin and Gracyalny (2018) found that positive viewer comments about the public figure's reputation posted adjacent to the YouTube apology video were related to perceptions of apology sincerity, and public figures whose apologies were deemed sincere were more likely to be forgiven by YouTube commenters. However, they noted "a striking lack of evidence that online audience perceptions, as reflected in the comments, were related to the theories of either interpersonal apology or image repair" (p. 9).…”

Section: Attitudes Of Audiencesmentioning

confidence: 96%

“…There is evidence that an audience's perception of apologies as sincere and their willingness to forgive the transgressor influences relational outcomes. Multiple studies have concluded that apologies that are perceived as sincere are more effective, restore relationships and reputations and can lead to forgiveness (Choi and Chung, 2012;Darby and Schlenker, 1982;Gold and Weiner, 2000;Sandlin and Gracyalny, 2018;Schlenker and Darby, 1981;Schmitt et al, 2004;Tomlinson et al, 2004;McCullough et al, 1997;Waldron and Kelley, 2008). Harrison-Walker's research determined "forgiveness plays a critical role" regarding desirable outcomes and is integral to all models of service recovery regardless of the industry (2019, p. 386).…”

Section: Perceptions Of Sincerity and Forgiveness Influence Relational Outcomesmentioning

confidence: 99%

“…Previous studies have approached the effectiveness of social media apologies through content analysis of YouTube comments (Coombs and Holladay, 2012;Sandlin and Gracyalny, 2018;Thelwall, 2017;Thelwall et al, 2012;Walther et al, 2010b). Although there is value in monitoring social media comments (Coombs and Holladay, 2012;Edgerly et al, 2013;Siersdorfer et al, 2010;Thelwall, 2017), it's also important to recognize that the comments reflect the sentiment of the commenting public, and not the majority of the viewersthe noncommenting public.…”

Section: Perceptions Of Sincerity and Forgiveness Influence Relational Outcomesmentioning

confidence: 99%

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Fandom, forgiveness and future support: YouTube apologies as crisis communication

Sandlin

Gracyalny

2020

JCOM

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PurposeThis study examined how audience characteristics and attitudes relate to their perceptions of sincerity and forgiveness of apologies by public figures posted on YouTube.Design/methodology/approachFour hundred twenty-seven adult participants recruited through Amazon's Mechanical Turk completed an online survey via Qualtrics. Participants were randomly assigned to view two of four public figure apologies posted on YouTube.FindingsResults indicated that audience fandom and perceived reputation and attractiveness of the public figure were related to perceptions of sincerity and forgiveness; and perceptions of sincerity and forgiveness were related to intentions of future support.Research limitations/implications“Sameness” between the public figure and audience did not garner a more favorable response to the apology, and this is not consistent with earlier studies. For race similarity, the results could have been a reflection of the low number of non-White participants. However, results could indicate that “sameness” is not as simplistic as demographic sameness, such as race, sex or age.Practical implicationsThe authors’ findings elevate the importance of gathering and benchmarking pre-crisis attitudinal research to better equip and inform communication professionals for crisis response. In addition, the study suggests that a public figure's strong reputation and fanbase provide a type of inoculation, lessening reputational damage.Social implicationsThe finding that perceived attractiveness relates positively to perceptions of sincerity and forgiveness is consistent with psychological research indicating attractiveness has many positive social implications – even in mediated communication.Originality/valueEvidence suggests social media apologies matter. Communication professionals need to approach apology opportunities with a keen awareness that relational outcomes and intentions of future support can shift based on social media audiences' attitudes related to the public figure.

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Section: Attitudes Of Audiencesmentioning

confidence: 96%

Section: Perceptions Of Sincerity and Forgiveness Influence Relational Outcomesmentioning

confidence: 99%

Section: Perceptions Of Sincerity and Forgiveness Influence Relational Outcomesmentioning

confidence: 99%

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Fandom, forgiveness and future support: YouTube apologies as crisis communication

Sandlin

Gracyalny

2020

JCOM

Self Cite

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“…Apologies, such as what Paul attempted to deliver, have been widely studied by experts across various fields. Most of the existing studies about apologies-including the ones written by Page [9], Ancarno [10], and Sandlin & Gracyalny [11]-use the theory of image repair strategies by Benoit [2]to examine whether an apology is successful or not. To analyze Logan Paul's apologies, this study combines Benoit's strategies with other theories, namely the five verbal components of an interpersonal apology by Schmitt, Gollwitzer, Förster & Montada [3] and the pragmatic components of an apology by Blum-Kulka, House & Kasper [1].…”

Section: Introductionmentioning

confidence: 99%

A Discourse Analysis on Logan Paul’s Apologies: Are They Apologetic Enough?

Binraya¹,

Panjaitan²

2020

Proceedings of the International University Symposium on Humanities and Arts (INUSHARTS 2019)

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In a world full of Internet sensations and Internet scandals, a famous YouTuber named Logan Paul raised to fame by bringing one of the biggest Internet controversies in the beginning of 2018, which was the filming of a dead body in the Japanese Suicide Forest. Although he later apologized for his mistakes, the audience was not just convinced by his words. In response to the criticism, he made another apology. This study seeks to answer the questions: "Were his attempts apologetic enough?" and "What made them apologetic or not apologetic?" Several analyses have attempted to examine whether his apologies were sincere or not. However, none of these analyses analyzes his apologies from the perspective of linguistics. To fill in this gap, this study examines Logan's apologies from a linguistic point of view. It employs the qualitative method and frameworks by Blum-Kulka, House & Kasper [1], Benoit [2], Schmitt, Gollwitzer, Förster & Montada [3], Lutzky & Kehoe [4], and Deutschmann [5]. The findings reveal that Logan's first attempt at apologizing was not apologetic enough, and that his second apology was more apologetic.

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“…In the age of the Internetof-Things, the ability to make a sincere apology has now become a factor of social-media-based culture, with a businesses method for dealing with bad news online now having a much larger impact [15]. Public figures now tend to choose social media platforms such as YouTube to apologise to their followers, as it has been shown to offer a level of sincere interpersonal communication which is less available through conventional media outlet strategies [16].…”

Section: Introductionmentioning

confidence: 99%

Sincerity in Acted Speech: Presenting the Sincere Apology Corpus and Results

et al. 2019

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The ability to discern an individual's level of sincerity varies from person to person and across cultures. Sincerity is typically a key indication of personality traits such as trustworthiness, and portraying sincerity can be integral to an abundance of scenarios, e. g. , when apologising. Speech signals are one important factor when discerning sincerity and, with more modern interactions occurring remotely, automatic approaches for the recognition of sincerity from speech are beneficial during both interpersonal and professional scenarios. In this study we present details of the Sincere Apology Corpus (SINA-C). Annotated by 22 individuals for their perception of sincerity, SINA-C is an English acted-speech corpus of 32 speakers, apologising in multiple ways. To provide an updated baseline for the corpus, various machine learning experiments are conducted. Finding that extracting deep data-representations (utilising the DEEP SPECTRUM toolkit) from the speech signals is best suited. Classification results on the binary (sincere / not sincere) task are at best 79.2 % Unweighted Average Recall and for regression, in regards to the degree of sincerity, a Root Mean Square Error of 0.395 from the standardised range [-1.51; 1.72] is obtained.

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Seeking sincerity, finding forgiveness: YouTube apologies as image repair

Cited by 46 publications

References 78 publications

Fandom, forgiveness and future support: YouTube apologies as crisis communication

Fandom, forgiveness and future support: YouTube apologies as crisis communication

A Discourse Analysis on Logan Paul’s Apologies: Are They Apologetic Enough?

Sincerity in Acted Speech: Presenting the Sincere Apology Corpus and Results

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