Celebrity ‘Fauxpologies’ Can Backfire
From Arizona State University:
“Today” show host Matt Lauer expressed “sorrow and regret for the pain he caused to others” when sexual misconduct allegations were leveled at him last week, but added that some of the characterizations and stories about him were untrue.
When humorist Garrison Keillor was recently accused of improper behavior by a colleague, he said he made amends. But in the same statement, he also said getting fired was a “real distinction in broadcasting” and he “waited 50 years for the honor.”
These types of “fauxpologies” can backfire with audiences as Americans contemplate the damage caused by public figures facing harassment claims, according to Dawn Gilpin, an associate professor in Arizona State University’s Walter Cronkite School of Journalism and Mass Communication.
“The real purpose of the act … is about beginning the process of healing,” said Gilpin, who specializes in public relations and social media, including crisis management and organizational identity and reputation.
Question: With the recent spate of sexual harrassment and abuse cases emerging in the media, are we seeing a change in the way the accused are responding? If so, is this good?
Answer: A lot of powerful individuals are realizing that, in this cultural moment, they can no longer simply brush off these kinds of accusations and expect them to fade away over time. There is far more scrutiny, and the emphasis of the scrutiny has shifted from the accusers to the accused, who in the past have often been shielded by power and the accumulated goodwill of their associates.
I do believe it’s a good thing. It means we are finally starting to acknowledge the massive toll we pay, collectively, when we build a world in which women and other targeted populations — and yes, sometimes men — are frequently unable to live and work to the best of their ability. This can result either from material obstruction or the psychological pressure of having to function in a threatening environment. The only way we can overcome this problem is by first being willing to recognize its existence. It’s a painful but necessary part of the process.
Q: The recent cases are seen by some as a seismic shift in the culture. Does that require a different response from those accused or charged?
A: Context is everything in communication. Anyone who speaks in public has to know how to “read the room,” develop a sense of the overall mood of the audience, and be able to adapt the tone and content accordingly. That is especially true when dealing with any kind of sensitive subject matter, which is obviously the case when it comes to sexual misconduct. Public figures right now are generally expected to take the accusations seriously and handle them with respect, so there is less tolerance for dismissive or vague reactions than there may have been in the past.
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