YouTube apologies and reality TV revelations – the rise of the public confession
The public apology – from Steve Smith to James Charles – is only becoming more common, and more formulaic. But where did it come from, and how effective is it in rebuilding a personal brand? Kate Douglas investigates in this crossposting from The Conversation.
A little over a year ago, former Australian cricket captain Steve Smith made a tearful confession and apology to the public, having been banned from cricket for 12 months for ball tampering. Smith’s confession was expected. As Australian captain, he would take responsibility for the indiscretions of the whole team.
Smith’s televised confession and apology, and a later Vodafone advertisement referencing it that leans into a redemption narrative, have paved the way for his atonement and successful return to cricket. Smith recently played for the Australia XI in a game against New Zealand; he and Warner will likely play in the first Ashes in August.
We might interpret these confessions cynically, as a public relations exercise. But it is also clear that, in performing these acts, Smith is following particular, expected cultural templates for confession and apology.
