Cooking up an apology : image repair strategies of Paula Deen
Oliver, Hannah Nicole, 1986- author.
Cooking up an apology : image repair strategies of Paula Deen / Hannah Oliver.
[New Albany, Indiana] : Indiana University Southeast ; Ann Arbor : ProQuest, UMI Dissertations Publishing, 2015.
1 online resource (v, 39 pages)
Thesis M.L.St. Indiana University Southeast 2015
Access for [All Campuses] - (Available on campus and off campus with authorized logon)
- Other contributors
Indiana University Southeast, degree granting institution.
"Master in Liberal Studies, Indiana University Southeast."
Source: Masters Abstracts International, Volume: 54-06M(E).
Advisors: James Kauffman.
Includes bibliographical references.
Up until 2013, celebrity Chef Paula Deen seemed to be a sizzling success. However, after admitting in a deposition that she had used a racial slur, her enterprise seemed to go up in smoke. After posting several apologetic videos on YouTube and participating in a Today Show interview with Matt Lauer, it appeared that her public mea culpa would not suffice. This study examines the image repair strategies Deen utilized and evaluates their effectiveness. It further looks to the work of William Benoit and the image repair responses of other celebrities in order to offer new recommendations for successful celebrity apologia. The study's findings challenge William Benoit's distinction among celebrities, politicians, and corporations when facing crisis since one can view Deen as both a celebrity and a corporation. The case study also proposes that the advent of new media, which allows more channels to disseminate information, enables people like Deen to bypass traditional media altogether. Essentially the study suggests that one can appeal to a segmented portion of the public through new media channels and repair or improve one's tarnished image with that audience and survive professionally, albeit without a good reputation with the national audience. Therefore, the initial apology one makes to a national audience may not be as important as it once was, given the fact that a segmented audience can now be reached via new media, making the recovery process quicker and more efficient. The study concludes by considering the implications for image repair studies of refining Benoit's distinctions as well as further consideration of the nature of new media in crisis communication.
- Subject headings
Deen, Paula H., 1947-
Cooks--Public relations--United States.
- Genre heading
- Host item
Masters Abstracts International 54-06(E).