1. Denial An organization or individual refuses to concede that a crisis has taken place or denies all responsibility for its occurrence.

2. Scapegoating An external party, unaffiliated with the organization or individual, is blamed for the crisis's occurrence.

3. Provocation The offender claims that a previous, wrongful action elicited their behavior.

4. Defeasibility An organization or individual claims it lacked the knowledge/control to prevent the crisis.

5. Good intentions An organization or individual states that their actions were altruistic and were not anticipated to cause harm on their stakeholders (e.g., their fans, peers, employees, etc.).

6. Accident The crisis is presented as wholly unintentional.

Reducing Offensiveness

7. Minimization The offender argues that the crisis is less serious and damaging than it has been portrayed elsewhere.

8. Differentiation The transgression is portrayed as less severe than other, more notorious offenses.

9. Transcendence The accused party recontextualizes the crisis, using a different frame of reference (e.g., an analogy or additional context) to engender sympathy from spectators.

10. Attacking accusers Allegations are levied against the individuals who publicized the crisis or perceived the offender's behavior as offensive.

Bolstering

11. Bolstering The offending party aligns itself with positive beliefs and values (e.g., good humor and humility).

12. Reminder Previous good deeds are communicated to the public to mitigate reputational decay.

13. Ingratiation The transgressor praises their stakeholders or fans and/or acknowledges their enduring support.

14. Victimage The perpetrator emphasizes that they are also a victim of the crisis.

Corrective Action

15. Corrective action An organization or individual takes actions to restore trust and prevent future crises from occurring.

16. Compensation - The transgressor offers money or gifts to their victims to atone for their actions.

Mortification

17. Mortification - The transgressor admits full responsibility for the crisis (typically to seek forgiveness from their stakeholders).

18. Apology The organization or individual accepts responsibility for the offense and apologizes.

ress with cancel culture, we have to: 1)

understand and practice cancel culture as

a means to accountability and progress,

and recognize the danger of discrediting

cancel culture, which includes improper

engagement/display of cancel culture;

2) accept that all of us can be wrong

and understand we shouldn’t be afraid

to make mistakes; and 3) recognize the

importance of restorative conversation.

do they have a regretful tone? do they seem authentic?

do they blame their youth, culture or lack of education?

if the apology video is more popular it may b because the creator does not actually take it seriously and makes their video into a joke, a skit, or a money grab

ethos- the credibility

logos- the reasoning