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The Language Used in Apology Videos 😥 

The recent rise in cancel culture and ‘internet beef’ has birthed a new wave of damage control in the form of apology videos, a filmed apology in which a celebrity addresses public criticism or backlash. However, these often do not have the desired effect of covering up whatever the celebrity is in hot water for. Unsuccessful apology videos can often gain more traction than ones that receive more positive responses. It appears that ‘horrible apology videos’ have grown in popularity as a genre, but what differentiates a bad apology video from a successful one?

💡 Things to consider

• Different media format: The internet world has changed the way we view apologies. While in person, someone will convey their sincerity with linguistic devices such as rambling and incoherent speech, to an online audience, these same tactics can come across as slimy, manipulative attempts to gain pity, rather than an acknowledgment of mistakes. While the internet has connected millions all over the world, it is also still a barrier between the celebrity or influencer and their fans.

  

  No, you’re still cancelled.

• Image repair: When asked about the impact of an apology video on a person's reputation and how the public and media would respond to it, linguistic professor Brown states, ‘A person's reputation will never be the same, so the goal is always to repair it as much as possible.’ He continues that an apology video gives someone the chance to demonstrate that their blunder was a mistake of judgement rather than a fundamental weakness in their character; when that message is delivered well, it may truly help restore someone's reputation.

  

  Seems genuine enough …

• What makes a successful apology video?: With that in mind, providing well-reasoned, concise, and thoughtful apologies, that demonstrate your plan to grow from your error, tends to have the most success. Ultimately, though, a lot depends on how serious the issue is and whether or not the public is willing to pardon the creator of the video. You, a member of the internet audience, has the power to approve or decline influencer’s apologies. That’s a lot of power.

🔎 Find out more

• “I’m just letting everyone know that I’m an idiot”: Apology Strategies in YouTubers’ Apology Videos – J Loisa

🍒 The cherry on top

• 😁 The Perfect Society: What rules would govern political philosopher John Rawls’s ‘realistic Utopia’? Dig into his classic thought experiment about what principles we need to design a fair society in this YouTube video by TED-Ed. Great if you’re interested in Politics or Philosophy.

• 🌊 A Dam’s Downstream Consequences: In this podcast, an anthropologist shares his story of the environmental, sociocultural, and political consequences of a hydropower dam in India for communities living downstream. Great if you’re interested in Anthropology or Geography.

• 🐞 Insect Sex: Some insects have detachable penises, others produce sperm that is 20 times the size of their own body. Intrigued? Check out this article on the fascinating sex lives of insects if you’re interested in Biology.

👀 Keep your eyes peeled for…

• 2nd July:

  • Aberystwyth University Politics Webinar

  • University of Bradford Personal Statements Webinar

  • University of Reading Education Studies Taster Webinar

• 3rd July:

  • Keble College Oxford Personal Statements Webinar

  • Falmouth University: Preparing for University - Leaving Home Webinar

• 5th July:

  • UEA Politics/General Election Webinar

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