Mel Should Have Gone Straight to Mortification.

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images.jpgAP reports:

Mel Gibson’s Tuesday apology for an anti-Semitic rant after his drunken driving arrest came several days too late, celebrity crisis management experts say. …

“In the first 24 hours, people start forming opinions,” said Richard Levick, whose Washington firm represents several celebrity clients. “He has constantly been behind the story and needs to get out front. What he’s done through actions is turned perception into reality. People presume he is anti-Semitic.”

Mel, come on! This is Image Restoration Strategies 101! Get out in front! You should have gone straight to mortification.

Previous research has provided a list of image restoration strategies that celebrities may employ. They are: denial, evasion of responsibility, reducing offensiveness of event, corrective action, and mortification (Benoit, 1997). [Mortification, literally “putting the flesh to death,” is defined here as full admission of guilt and apology for the event.]

For more on mortification, see here.

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DEMOCRACY DOES NOT EXIST...

without free and fair elections, a vigorous free press, and engaged citizens to reclaim power from those who abuse it.

In this election year unlike any other—against a backdrop of a pandemic, an economic crisis, racial reckoning, and so much daily bluster—Mother Jones' journalism is driven by one simple question: Will America move closer to, or further from, justice and equity in the years to come?

If you're able to, please join us in this mission with a donation today. Our reporting right now is focused on voting rights and election security, corruption, disinformation, racial and gender equity, and the climate crisis. We can’t do it without the support of readers like you, and we need to give it everything we've got between now and November. Thank you.

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