This study examines the image-repair discourse of Richie Incognito throughout the events surrounding the Miami Dolphins’ bullying scandal during the 2013–2014 nfl season. Incognito embarked on a journey to salvage his image by utilizing both the social-media platform Twitter and through his exclusive one-on-one television interview with Fox Sports 1. For this study, Incognito’s tweets (n = 350) sent during the time frame of the crisis and his comments during the nationally televised interview were examined through mixed-methods content analysis using Benoit’s image repair theory as a theoretical framework. Results suggest that Incognito used competing image-repair strategies on Twitter and traditional media platforms. Via Twitter, Incognito predominantly used strategies of victimization, stonewalling, and attacking the accuser, along with a new category: exposing critics. On traditional media, he used shifting blame, good intentions, and bolstering.


Additional Information

Print ISSN
pp. 115-137
Launched on MUSE
Open Access
Back To Top

This website uses cookies to ensure you get the best experience on our website. Without cookies your experience may not be seamless.