Truly Sorry

Concepts and Tools for Analysis

Go to Public Apology Central to see more examples of public apologies. There "Apologia Archive” is divided into subgenres, and the “For Educators” menu gives you thorough explanations of the various concepts. Good stuff!

An argument for not saying “sorry” all the time. Read about sociologist Maja Jovanovic’s points here for not constantly apologizing. If you do not like the article, we are really sorry.

Also, the Netflix/Vox co-production Explained also has an episode on apologies. Link here.

Logical Fallacies

For a list of many logical fallacies go to informationisbeautiful.net

The online apology has become a meme in its own right. But what compels people to spill their embarrassed guts on YouTube? What do apologies do for them, and for us, their audience? And is there a philosophy of apologies that explains it all? Let’s find out in this video on Public Apologies: Who Cares?

Shitstorms

Sometimes, when an initial response to a complaint, accusation or other is deemed insufficient or even offensive, a so-called shitstorm may arise. Do some research: What are some famous examples of shitstorms? Why did the situation escalate? What kind of apology strategies might have helped in the situation?

When Companies Apologize

“10 Powerful Examples of Corporate Apologies” (link to article from Forbes).

From Starbucks’ Twitter.See context for the apology here. — From Starbucks’ Twitter.
See context for the apology here.

FIFA and the World Cup 2022

Gianni Infantino, the Fifa president, accused Europe of "hypocrisy" and “racism” as he delivered an extraordinary 57-minute monologue hitting back at Qatar World Cup critics. This is an excerpt.

Just 24 hours before the tournament kicks off, football's most powerful administrator delivered a furious and downbeat defence filled with whatabouteries.

See more background and get more excerpts from the speech in this BBC clip.

Co-founder of CD Projekt Red, Marcin Iwiński, apologises for the botched launch of the highly anticipated game Cyberpunk 2077.

Celebrities Apologize

Will Smith slapped Chris Rock at The Oscars in 2022 after Rock joked about Smith’s wife on stage. Later in the show, Smith received an Oscar for his performance in King Richard, and this was his speech. What can you say about the mix between genres? Is this an acceptance speech? Apology? Apologia?

And comment on Smith’s Instagram apology two days later. Does it work? Also, you may find it interesting to look into the larger context (and media scrutiny) of the slap. For a few days, this turned into a discussion about gender, ethnicity, humor, and more.

In July, Will Smith’s YouTube channel released the video above. Apply the apologia terms from Narrating Truth (or from Public Apology Central), and discuss the format of the video (Q&A, staging, etc.) and comment on the timing (kairos) of the video. Also, is this a straightforward apology or more of an apologia? And does it work?

Will Smith – transcript (excerpt)

Actors Ashton Kutcher and Mila Kunis apologize for writing so-called “character letters” in support of convicted rapist Danny Masterson.

Comedian and podcast host Joe Rogan apologizes for a video that emerged where he used racial slurs. For further context, you might want to look into the controversies surrounding his podcast and his guests. This will lead you to discussions about Spotify as a business, vaccine debates, conspiracy theories, and so much more.

Dan Harmon’s Apology to Megan Ganz

As a follow-up to the Dan Harmon apology mentioned in the book and on this site, read more here about Megan Ganz and her reactions …

Interview in This American LIfe

https://www.thisamericanlife.org/674/transcript

https://www.thisamericanlife.org/674/get-a-spine

Actor Jonah Hill apologizes for using a homophobic slur towards a paparazzo.

Rating Apologies

Journalist Joel Golby rates celebrity apologies in the article “Celebrity apologies rated!” (link to article from The Guardian)

Instagram post from Justin Timberlake

Justin Timberlake’s apology after the debate following the release of documentary Framing Britney Spears. — Justin Timberlake’s apology after the debate following the release of documentary *Framing Britney Spears*.

Political Leaders Apologize

PM Boris Johnson apologizes for attending a BYOB party with staffers while the country was under COVID lockdown. Both his actions at the time and his apology face criticism in this clip from BBC. More background info in the clip.

A few days later, PM Johnson apologizes again after a report had been released about how his office handled socialising during lockdown. Read more about the report here. Consider whether this is a “full-on” apology or whether it seems more like an apologia.

Canadian PM Justin Trudeau apologizing for systemic discrimination against the LGTBQ2 community. Full speech here. Full transcript here.

The Tuskegee Experiment

Bill Clinton apologizing for the Tuskegee Experiment.

Nixon and Checkers

President Richard Nixon’s “Checkers” speech (link with video and transcript).

And here is some context for the speech (link to article from The Atlantic).

Apology to the Indigenous people of Australia

Australian PM Kevin Rudd’s apology to the mistreatment of the indigenous people of Australia.

Here is a shortened version.

A transcript and further context for the apology (link to Australian Government website.

New York governor Andrew Cuomo denying allegations of sexual misconduct and harassment.

Days later, he chose to resign in order to “let government get back to governing”. Study the clip and apply the strategies mentioned on this webpage and in the excellent book Narrating Truth.

Boy cosplaying as a YouTuber Apology video.

YouTuber Apologies

The face, pecs, and throne of a man who is truly sorry. For some more context, read the *Rolling Stone* article here, or watch PewDiePie’s reaction video.

Choose Your Own Apology

Click your way to the ultimate apology video. Enjoy!

Meta!

Check out Mr Beard’s comment to Sienna Mae’s apology video. What do you think?

Articles about Apologies and Apologizing

From The Cut: “Why Do Some People Find It Impossible to Apologize?” by Katie Heaney.

BBC Article about how to say sorry in everyday interactions. “Why We’ve been Saying ‘sorry"‘ All Wrong” by Arianne Cohen.

Apology as Satire

A mock apology from the creators of South Park. Screendump from Twitter. Get more context here (link to article from The Guardian). — A mock apology from the creators of *South Park*. Screendump from Twitter.
Get more context here (link to article from *The Guardian*).

You need to apologize!

Try and play around with various apology and apologia strategies. Click on the button below for a couple of scenarios where you get a chance to do some serious facework.

WHAT HAVE YOU DONE?

Read this, or you’ll be sorry

Books

Battistella, Edwin L. Sorry about That: The Language of Public Apology. Oxford University Press 2014

Benoit, William L. Accounts, Excuses, and Apologies: Image Repair Theory and Research. State University of New York Press 2015

Articles (see also various links above)

Brody, Jane E. “The Right Way to Say ‘I’m sorry’”, from The New York Times

Heath, Nicola. “Apologize like a leader: how to say ‘I’m sorry’” from INTHEBLACK magazine