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Kenneth Starr's image repair discourse viewed in 20/20

1999; Routledge; Volume: 47; Issue: 3 Linguagem: Inglês

10.1080/01463379909385559

1746-4102

William L. Benoit, John McHale,

Media Studies and Communication

Kenneth Starr's investigation led to the impeachment and trial of President William Jefferson Clinton. During this process, Starr and his investigation were the subject of repeated attacks from Clinton, Clinton's supporters, and the news media. In November of 1998, Starr was interviewed by Diane Sawyer on 20/20 in an obvious attempt to repair his image. In this critical analysis, we sketch the theory of image repair discourse (used as a critical lens for this investigation), identify the accusations treated in the interview, analyze Starr's discourse, and evaluate the effectiveness of his image repair discourse. We conclude that his image repair effort was ineffectual (public opinion data are consistent with our evaluation). The evaluation stresses that both selection and implementation of image repair strategies influence effectiveness, argues that bolstering may proceed through identification with the audience, and suggests that the discourse should be internally consistent.