Abstract
This study analyzes the rhetorical strategies used by Rush Limbaugh to rebuild his public image after he made offensive remarks about law student Sandra Fluke in early 2012. A close reading of Limbaugh's public statements reveals that Limbaugh employed the strategies of evading responsibility, reducing offensiveness, and mortification (i.e., apologizing). However, Limbaugh's apology was more of a pseudo-apology than a genuine apology. This article argues that Limbaugh adopted the strategies he did because the nature of political talk radio makes it more important to maintain a good public image with the audience than with political opponents or even advertisers.
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