Josh Bentley, Ph.D., with his book Devaluing Public Apologies in the Age of Social Media.
Josh Bentley, Ph.D., argues that apologies are losing their meaning in American culture. Instead of being sincere efforts at reconciliation, public apologies are now often used as strategic tools, stripped of their ethical intent.
“Apologies are supposed to be a meaningful reconciliation without violence,” the associate professor of strategic communication said. “Instead, they’ve become about ritual humiliation rather than forgiveness.”
In his new book, Devaluing Public Apologies in the Age of Social Media, Bentley explores how public figures, along with brands such as Google and Bud Light, have responded to controversy sometimes effectively but often ineffectively.
“There’s no upside to apologizing anymore,” he said.
“People who demand apologies aren’t looking for reconciliation. They’re looking to shame. Often, even when people apologize, they’re still not forgiven.”
Social media, Bentley argues, plays a central role in the problem. Outrage moves quickly online, and the easiest way to respond is often to apologize. But these apologies are frequently turned into content, mocked, memed and stripped of their original intent.
“If a brand is genuine in its values, it doesn’t have to worry,” Bentley said. “A brand can’t, and shouldn’t, apologize when people challenge what it truly stands for.”
The book examines how apology culture, fueled by polarization and cancel culture, is evolving and offers insights for individuals and organizations seeking to make their apologies more authentic and effective.
Devaluing Public Apologies in the Age of Social Media is especially relevant for students and professionals in communication, media studies, public relations and political communication.
Q&A with Josh Bentley
What role do you think social media has played in devaluing apologies?
Social media has made it very easy for people to spread outrage even about things that don’t really affect them. By connecting strangers with common interests from anywhere in the world social media can create a false impression about how many people really care about something. Companies and public figures often panic when they are criticized online, and they respond with insincere apologies. The online critics often pick apart these apologies and refuse to accept them. Neither side is acting in good faith, so apologies can become a bit of a joke.
You say apologies have become about “ritual humiliation.” What do you mean by that?
Too often, online groups attack people or organizations without any desire to help them reform. Shaming people has become a game, and forcing someone to apologize is a way to score points against them. One of the hallmarks of “cancel culture” is demanding someone apologize but then not forgiving them. We see this in the context of political polarization. If a member of one party has to apologize, the other party celebrates not because there is reconciliation, but because the other party has been embarrassed.
Can you name a public apology that was handled well?
JetBlue gave an effective public apology in 2007 after it stranded thousands of passengers during a winter storm. Starbucks also apologized very well in 2018 after two Black men were unjustly arrested at one of its stores. In both of these cases, the CEOs took responsibility for their companies’ errors without being defensive. More importantly, they outlined specific reforms their companies would implement to make sure such events did not happen again. Apologies that include some type of corrective action (either repaying those who were hurt or preventing future problems) tend to be the most effective.
What advice would you give to brands or leaders who need to apologize today?
First, I would tell leaders to be clear about their organization’s values. They should only apologize when they have violated their own values. Apologies that don’t reflect genuine remorse tend to backfire, and leaders should not let themselves be bullied into apologizing for something they don’t think was wrong.
Second, I would tell leaders who do need to apologize that they must understand why people are upset, and they must demonstrate that they share their critics values. Usually, the best way to demonstrate sincerity is to take actions that cost something. For individuals, the cost may come in the form of humbling oneself in front of others. For organizations, however, the cost usually involves actual money either repaying those who suffered harm or investing in preventative measures.