A Study Of The Image Restoration Discourse On Micro-blog Apologies Posted By Entertainment Celebrities

In recent years,numerous entertainment celebrities begin to use micro-blog as a discourse channel to make apologies in order to restore their images.The thesis selects Image Restoration Theory as theoretical base,collects 31 pieces of micro-blog apologies posted by entertainment celebrities,and aims to answer the following questions:(1)Why did so many entertainment celebrities select micro-blog as the discourse channel in the course of addressing image crisis?(2)What kinds of image restoration strategies did they adopt?(3)Whether these public apologies posted on micro-blog worked or not?The research findings of the paper can be seen as follows:To begin with,the ways that entertainment celebrities used the functions of micro-blog to perform apologies include:transforming words with "##",forwarding with comments,and publishing video as well as utilizing vivid expressions and pictures.Secondly,entertainment celebrities apply into their apologies Image Restoration Theory such as denial,evasion of responsibility,corrective action and mortification.Besides,the thesis summarizes more strategies to perfect Image Restoration Theory,including blurring the identity of the victim,blurring the offense,applying external attribution,adopting indirect taunt,employing narrative description,shaping a vulnerable image,respecting and praising,lessening alert,seeking support from relevant groups.According to the questionnaire result,the effect of apologies was mainly determined by four factors including the severity degree of image crisis,the efforts and strategies for apologizing,the crisis history of the apologizer,and the social culture and expectation.The thesis not only targets at exploring apologetic strategies taken by entertainment celebrities,but also attaches importance to the medium and effect of apologies,which could deepen the research on public apologies.In addition,the thesis analyzed cases of micro-blog apologies posted by entertainment celebrities based on Image Restoration Theory,which can not only provide public figure with concerning instructions for addressing image crisis,but also help the public understand micro-blog apologies or even put it into practice.