Assignment

1. Begin by typing the 5 broad categories of image recovery strategies that Benoit identifies, typing the

more detailed list of 14 image recovery strategies, and providing a definition (at least one sentence) of

each strategy. Provide examples from Hugh Grant, George W. Bush, Bill Clinton, or other public figures

discussed in the readings or class (but not Gary Hart or Ted Kennedy) for as many as you can.

Write at a minimum one paragraph, but ideally not much more than one page, on questions 2–10.

Ted Kennedy and Chappaquiddick

2. According to Thompson, four core elements of a scandal are: transgressions of some values, norms, or

social codes; secrecy or concealment by the transgressor; denunciation of the transgressions; and

damage to the transgressor’s reputation. Identify these four elements in the Chappaquiddick scandal.

3. When first-order transgressions (or “substantive errors” in Sabato) are accompanied by second-order

transgressions (or “procedural errors” in Sabato), journalists’ attention might shift from original offenses

to actions aimed at concealing them. Identify any lies, denials, deception, obstruction, etc., by Kennedy.

4. Sabato (ch. 3-4) identifies factors that make feeding frenzies more likely to occur, such as competitive

pressures (pack journalism), the absence of major world or national events, whether the transgression

occurred recently, whether the transgression is a current fad in news coverage, how prominent the

transgressor is, whether the transgressor had recently been the focus of largely un-critical coverage, and

whether the scandal might validate the subtext about a transgressor. Which of these factors were present

in the Kennedy scandal?

5. Which image recovery strategies were most important in Ted Kennedy’s speech from July 25, 1969?

The text of Kennedy’s speech is attached. Underline five separate sentences and identify which of

Benoit’s 14 image recovery strategies Kennedy is using. (Note: try to detect the variety of strategies.)

B. Gary Hart and Monkey Business

6. Identify the four core elements (see question 2 above) of Gary Hart’s sex scandal.

7. Identify any second-order transgressions – lies, denials, deception, obstruction, etc. – by Gary Hart

during and immediately after his sex scandal.

8. Identify which of the factors listed in question 4 (above) were present in the Gary Hart sex scandal.

9. Which image recovery strategies did Gary Hart employ? Use detailed examples from Bai if possible.

10. What are the essential characteristics of a confession according to Bauer? How does a confession

differ from an apology or ‘mortification’? Did Gary Hart apologize or confess? Why? What were the

consequences of his strategic decision?