Paula Deen, the N-Word & Media: Reactions from Senior Citizens

Abstract

In 2013 Celebrity Chef Paula Deen admitted to using the N-word; this study focused on the ensuring scandal and the reactions to it and her. To help interpret Deen’s situation and the reaction to it with context, multiple theories (parasocial interaction and expectancy violation theory) were utilized along with mixed methods research design. Further, Comedian Chris Rock was used as a comparative example of a celebrity who also used the N-word. A 36-item online questionnaire was administered (N = 1346) in 2013 at the height of the Deen scandal. In addition to the questionnaire, the study engaged participants over the age of 60 with three focus group interviews and six follow-up personal interviews to provide interpretive perspectives. Key findings include: 1) Seniors liked Paula Deen and considered her a positive, grandmotherly figure; 2) Seniors thought that the controversy was blown far out of proportion and that the punishment Deen experienced was excessive; 3) Seniors thought that Deen should be forgiven.