Abstract
Much research has analyzed the apologia (image repair) strategies used by athletes who have committed deviant behavior. In stark contrast, very little research has examined the apologia strategies used by athletes who have lost big games. Using Benoit’s theory of image repair, this study analyzed the apologia strategies used in 30 losing athlete press conferences. The findings revealed that this group of athletes used an extensive amount of bolstering, de-feasibility, and corrective action. The results also expand Benoit’s typology in a few noteworthy ways. The paper concludes with suggestions for future research.
Details
Presentation Type
Paper Presentation in a Themed Session
Theme
Sporting Cultures and Identities
KEYWORDS
Image Repair, Apologia, Athlete, Losing
Digital Media
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