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Title: Saying ‘sorry’ : Corporate apologies posted on Twitter
Authors: Page, Ruth
First Published: Feb-2014
Publisher: Elsevier
Citation: Journal of Pragmatics, 2014, 62, pp. 30-45
Abstract: Twitter offers companies an influential environment in which to enhance their reputation and build rapport with existing and potential clients. One important aspect of the emerging customer care discourse is the apologies made by companies via Twitter in response to customer complaints. The analysis focuses on 1183 apologies, and considers their distinctive components (the Illocutionary Force Indicating Device, Explanations, Offers of Repair (Blum-Kulka et al., 1989)) and their rapport building potential (as indicated through opening and closing moves, such as greetings, nominations, discourse markers and emoticons) as a form of image repair (Benoit, 1995) shaped by the media affordances of Twitter (Hutchby, 2001). Corporate apologies are distinctive for their relatively infrequent use of Explanations (as a form of mitigation) and their comparatively greater use of Offers of Repair (as a type of corrective action), which are typically combined with follow up moves such as imperatives and questions. They are also distinctive in their repeated, somewhat formulaic use of greetings and signatures which did not appear in the apologies posted by ordinary Twitter members.
DOI Link: 10.1016/j.pragma.2013.12.003
ISSN: 0378-2166
eISSN: 1879-1387
Version: Post-print
Status: Peer-reviewed
Type: Journal Article
Rights: Copyright © 2014 Elsevier B.V. Deposited with reference to the publisher’s open access archiving policy.
Description: NOTICE: this is the author’s version of a work that was accepted for publication in Journal of Pragmatics. Changes resulting from the publishing process, such as peer review, editing, corrections, structural formatting, and other quality control mechanisms may not be reflected in this document. Changes may have been made to this work since it was submitted for publication. A definitive version was subsequently published in Journal of Pragmatics, 2014, 62, pp. 30-45 DOI# 10.1016/j.pragma.2013.12.003.
Appears in Collections:Published Articles, Dept. of English

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