Tiger Woods’ Apology and Newspapers’ Responses: A Study of Journalistic Antapologia

This content analysis of newspaper treatment of Tiger Woods’ apology uses a hybrid of qualitative and quantitative methods to examine pre-apology coverage and journalistic antapologia (reaction to apology). Findings indicate that before and after the apology, journalists focused on Woods’ alleged character flaws, suggested that the apology did not take adequate responsibility, and questioned the motive for the apology. The tone of coverage was primarily neutral, although a significant amount of the coverage was unfavorable.