Image Repair Strategies in Apology Videos by YouTube Creators.

This study explored the image repair strategies used in apology videos by YouTube creators. This research used the Cooperative Principle Theory by Paul Grice. All the data are collected from several English videos on YouTube that represent apology-related subjects. The method used in this research is thematic analysis to examine discursive patterns in the data. The results found the data was collected using three different sorts of maxims: maxims of quantity, relevance, and manner. This research focused on the problem of content producers who become embroiled in a dispute and are forced to release an apology video. The purpose is not only to apologize to the wronged side but also to repair the bad image or impression and regain the trust of their viewers and supporters. The correlation between this case and cooperative principles is that the maxim sets the quality of a substantial context to deliver a proper impression and image to the media. When it comes to the entertainment industry, a genuine and perfect apology is hardly found. However, an apology doesn't have to be perfect but proper, reasonable, and acceptable. This study concluded that each maxim delivered in communication has a significant impact as strategies for repairing an image. [ABSTRACT FROM AUTHOR]

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