The apology video has become a genre of its own. Easily recognisable, the particular ways that creators and public personalities choose to address controversy on their respective platforms is often subject to extensive parody and media coverage as they rack up drama-fuelled views.
The apology video has become a strategic tool for creators to repair tarnished reputations, regain the trust of their audience, and secure their livelihood in the face of public conflict.
Some famous apologies
One of the recent apology videos by a celebrity is Will Smith addressing the slap that occurred at the Oscars, declaring that he is ready to talk with Chris Rock. The apology was widely scrutinised, particularly where the production of the video made it seem like a PR stunt to make sure Smith’s image was not fully tarnished.
More recently, Colleen Ballinger AKA Miranda Sings, who was accused of racist and inappropriate behaviour on the set of ‘Haters Back off’ and of grooming underage fans throughout her career, chose to apologise in the form of a song. The actress and YouTube creator proceeded to pull out a ukulele and strum her way through an explanation, which ultimately cannot be categorised as an apology as she denied all allegations levelled against her.
Each time a scandal stirs up around a creator, the apology video appears as a mandatory piece of content addressing the controversy. Accusations of misconduct gain media coverage that reaches far beyond the boundaries of the creator platforms and communities in which they start, exposing new audiences to the culture of the platform.
In analysing the image repairing strategies and emotional labour of saying sorry online, we can also observe that it is largely connected to ‘cancel culture’ and the nature of expectations that audiences have for their creators and public personalities. These expectations often emerge due to the narrowing gap between the public personality and the general public thanks to social media.
However, famous people have always had to take a public stand for their transgressions in order to continue in their work – a notorious example being Bill Clinton’s stony-faced White House address where he admitted his affair before the entirety of America. While Clinton’s was probably the most public acknowledgement of presidential shenanigans in the history of apologies, there have been many others before him and after who chose to issue a public apology in order to skirt accountability for things they have done and to not actually face any real consequences.
The apology video
Addressing the idea of apology videos and their application, digital media strategist Amila de Silva shared: “A creator trying to avoid damage to their brand during a reputational crisis may need to take into account not only their own audience, but also reporting media, the policies of the platform, the interests of advertisers and sponsors, and also their various management agencies.”
He stated that although the dramatic YouTube apology video had become an online meme in popular culture, it was still a strategic move. He shared that an analysis of such attempts at damage control revealed that the most heavily used strategies of apology were those involving acknowledging an offence, presenting plans to solve or prevent recurrence, and asking for forgiveness.
Behavioural performance of sincerity is imperative for authenticity and this is perhaps why some scandals outlast the apology cycle. “Audiences need to feel as though they are being truly apologised to. They want to know that you are really sorry. More than anything, they want you to be brought down a peg,” de Silva observed.
De Silva further noted that creators who had built their brands on personal intimacy and manufactured authenticity often chose to narrate their apologies to the audience. “They refer to their audiences as their friends and now they must navigate that fine line between denial and acknowledgement in the face of criticism.”
Public relations perspective
Communications and advocacy officer Shavindi Warnapura also shared her thoughts on the matter of accountability, noting that the apology, while often viewed as a strategic move for digital media and online personalities, remained a necessity for public relations.
“Since the apology is so closely linked to cancel culture and its demands, we can easily assume that it is not sincere and simply a last-ditch effort to stay relevant. However, what we forget is that since we live in a society, to apologise is to take accountability,” she said.
“In a recent incident I experienced, an altercation occurred where both parties were incredibly upset and things were naturally brought to a standstill. It came to a point where nobody quite knew what steps to take next. There were demands for punishment, to step down from positions, etc. However, an important discussion in this case was whether stepping down or cancelling someone was the answer. Is that how we are going to resolve conflicts from now on?”
Warnapura also noted that because of these digital trends, we forget that proper accountability is what is needed in real life. If a person can take steps to rectify their mistake, then they must do so. Otherwise, if it is a matter of hurt feelings or tarnished egos, then what more is there to be done than to issue a sincere and heartfelt apology?
Similarly, a number of fans who experienced the Colleen Ballinger apology shared online that what had troubled them the most had been the fact that she chose to deny the allegations without providing proof, which had made them feel that she was not taking the matter seriously, making them doubt her brand and sincerity as a creator.
It is evident that the apology is a significant part of the public persona and is part and parcel of living in a society. People must take accountability for their actions and communicate it better, so that everyone knows that they are truly sorry.