Exploring Apology Strategy by Indonesian Public Figures: A Pragmatic Study in Social Media

Budi Abudin,Hanna Sundari

doi:10.30998/deiksis.v13i2.7627

Abstract

Public figures tend to use social media platforms to apologize in public<del cite="mailto:Author"></del> due to its practicality and effectiveness. Although public apology as a social phenomenon has been extensively studied in the English-speaking world, Indonesian public apologies have less attention from linguists and management scientists. This paper examines the speech act of apologizing made by Indonesian Public Figures in 2020 by analyzing <ins cite="mailto:Author"></ins>videos collected from YouTube. The data of the study was analyzed based on Murphy’s framework of formulate (2015). Findings include <ins cite="mailto:Author">that Indonesian public figures prefer all</ins> three categories of apology strategy: explicit, conventional-indirect, and non-conventional-indirect strategies. Mover, explanation, account, or excuse become the most frequent used to express their apology. It was then followed by expression of lack of intent and statement of repair. Keywords: Pragmatic, Apology, Indonesia, Youtube, Public Figures

Highlights

An apology is express regret, and contributes to interpersonal relationship management and image repair
Exploring Apology Strategy by Indonesian Public Figures: A Pragmatic Study in Social Media (Budi Abudin, Hanna Sundari) media as platforms to apologize to audiences, when the occurrence of offense originated from social media (Ulmer, Sellnow, & Seeger, 2013)
The goal of this study is to explore apology strategies used by Indonesian public figures posted on YouTube

Summary

Introduction

An apology is express regret, and contributes to interpersonal relationship management and image repair. Exploring Apology Strategy by Indonesian Public Figures: A Pragmatic Study in Social Media (Budi Abudin, Hanna Sundari) media as platforms to apologize to audiences, when the occurrence of offense originated from social media (Ulmer, Sellnow, & Seeger, 2013). Confronted with crises or scandals that arouse controversies, public figures tend to make apologies on social media like YouTube instead of traditional media to eliminate harmful influences. Launched in 2005, YouTube, an American online video-enabled social media platform, has become one of the most influential online platforms for people to exchange information. YouTube as a timely and effective channel of video sharing has billions of users worldwide paying attention to the interaction with their followers to publicize themselves and shape positive images

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Methods

Conclusion