USS Greeneville collides with Japan’s Ehime Maru: Cultural issues in image repair discourse

Abstract

On February 9, 2001, the USS Greeneville collided with the Japanese trawler, the Ehime Maru, near Pearl Harbor, killing nine people. The U.S. Navy’s image was threatened, exacerbated by the possible involvement of civilians on board the sub at key control stations. The image repair effort relied heavily on mortification which was appropriate given the Japanese culture. However, an unmet expectation was for Captain Waddle to apologize directly to the victims’ families in Japan. This analysis also addresses the importance of diplomatic efforts in image repair, especially when cultural issues are at play. Also addressed is the use of the instigator as a spokesperson and the use of “accident” as a defense in conjunction with claimed responsibility.