Master of Arts (MA)
Crisis Management, Duck Dynasty, Image Restoration, Phil Robertson
Communication | Critical and Cultural Studies | Speech and Rhetorical Studies
Malinda, Sarah, "Duck, Duck, Oops!: A Content Analysis of the Crisis Surrounding Phil Robertson" (2014). Masters Theses. 351.
The purpose of this study was to apply Benoit's theory of image restoration to apologetic discourse offered by those involved in the crisis surrounding Phil Robertson following his January 2014, GQ Magazine interview. This content analysis applied the theoretical framework to a collection of news segments, articles, and letters that contained apologetic discourse and analyzed them to identify the strategies of image restoration used. The results indicated that the most prevalent strategy used was transcendence- placing the act that caused offense in a different context. Robertson and those involved in his image restoration directed the audience's attention to higher moral values when they insisted that he was merely answering questions based on his personal beliefs that are strongly rooted in his faith. This was the theme of apologia that was issued. Robertson did not intend to offend the audience when he quoted the Bible. He was doing what he does regularly: sharing his faith.