Linguistic Redemption: A Critical Discourse Analysis of Brand Apologies on Social Media in the Age of Cancel Culture
DOI:
https://doi.org/10.62843/jssr.v6i1.703Keywords:
Brand Apologies, Crisis Communication, Critical Discourse Analysis, Media Affordance Theory, Social Media Discourse, Digital Reputation ManagementAbstract
In a social media-driven world where sentiments quickly form and spread online, the corporate apology has become an essential tool for safeguarding the brand's reputation and mitigating a crisis. This study examines the impact of the "cancel culture" movement on multinational corporations by examining public apologies made over the past six years on X and Instagram platforms. The study employs Critical Discourse Analysis and Media Affordance Theory to examine the language of these apologies in terms of tone, structural options, and the manifestation of blame and responsibility. It also highlights the impact on the brand's accountability and public trust. The research emphasizes the public's construction and interpretation of each platform in light of the affordances it offers. In the study, the researchers identify a recurring set of rhetorical strategies that are employed to restore consumers' trust in the following four cases of apologies drawn from distinct industries. This study explores the linguistic strategies and the engagement of the audience and shows that there's a core tension between the need of the public to demand accountability and the need of the company to minimise damage. Overall, the research is able to strengthen the understanding of the corporate discourse on social media by highlighting specific communicative strategies that help to build a meaningful user engagement in order to maintain in a world of online reactivity.
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