My (racism) apology: a case study of YouTubers’ apology videos for racist acts
My (racism) apology: a case study of YouTubers’ apology videos for racist acts
Author
Wolsey, Claire
Faculty Advisor
Wurfel, Marlene
Date
2020
Keywords
YouTubers , apology videos , racism
Abstract (summary)
YouTube’s popular content creators, known as YouTubers, use their platform as a vital
communication and crisis management tool. When YouTubers need to manage their public
image, they frequently use their platform to post public apologies in the form of what is
colloquially known as an ”apology video.” Frequently, these apologies are for racially-based
offences, such as racial slurs, race-based jokes, racist actions towards others, or blackface. This
case study analyzes the language used by six YouTubers in eight apology videos for racist
transgressions. It uses textual and rhetorical analysis to compare and contrast the structure and
themes of these apology videos, analyzing the apology strategies used, and critical discourse
analysis to place the initial racist actions and subsequent apologies in a wider social and racial
context. Research paper submitted to BCSC 203: Introduction to Research Methods.
Publication Information
DOI
Notes
Item Type
Student Report
Language
English
Rights
All Rights Reserved