Presented at AEJMC 2014 Conference, Montreal, Sports Communication Interest Group
By Hannah Mason & Mia Moody, Ph.D.
Baylor University Journalism, PR & New Media Department, Waco, Texas Contact email: Mia_Moody@baylor.edu
Abstract
Broadening the application of Benoit's image repair theory, this case study looks at the image repair tactics of NFL athlete Reggie Bush in three phases following the NCAA sanctions in which he lost the Heisman Trophy. This textual analysis adds a new perspective to IRT literature by analyzing how the athlete presented himself through his Twitter feed and how traditional newspaper articles framed the case. Findings indicate Bush used a variety of image repair tactics in his Twitter posts; however, his scatter-shot approach was ineffective as he rallied back and forth between positive and negative content and perhaps waited too long to demonstrate mortification. Newspaper articles did not mention Bush's Twitter content. However, self- presentation through social media eliminated the need for a mainstream outlet to cover his preferred themes as he was able disseminate his own messages. Findings indicate Twitter provides a viable platform for athletes to repair a tarnished image; however, they must use positive image repair tactics in a consistent manner.
Keywords: NFL athlete Reggie Bush, case study, critical theory, image restoration, apologia, blog, Twitter, personal crisis management, image repair, social media
FULL TEXT
By Hannah Mason & Mia Moody, Ph.D.
Baylor University Journalism, PR & New Media Department, Waco, Texas Contact email: Mia_Moody@baylor.edu
Abstract
Broadening the application of Benoit's image repair theory, this case study looks at the image repair tactics of NFL athlete Reggie Bush in three phases following the NCAA sanctions in which he lost the Heisman Trophy. This textual analysis adds a new perspective to IRT literature by analyzing how the athlete presented himself through his Twitter feed and how traditional newspaper articles framed the case. Findings indicate Bush used a variety of image repair tactics in his Twitter posts; however, his scatter-shot approach was ineffective as he rallied back and forth between positive and negative content and perhaps waited too long to demonstrate mortification. Newspaper articles did not mention Bush's Twitter content. However, self- presentation through social media eliminated the need for a mainstream outlet to cover his preferred themes as he was able disseminate his own messages. Findings indicate Twitter provides a viable platform for athletes to repair a tarnished image; however, they must use positive image repair tactics in a consistent manner.
Keywords: NFL athlete Reggie Bush, case study, critical theory, image restoration, apologia, blog, Twitter, personal crisis management, image repair, social media
FULL TEXT
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