NPR's Image Repair Discourse on Firing Juan Williams

Abstract

NPR analyst Juan Williams appeared on The O'Reilly Factor and said that he gets “worried” and “nervous” when he sees people in Muslim dress on airplanes. Two days later NPR fired Williams and the day after that Williams issued a serious accusation against NPR: “I was fired for telling the truth.” Criticism of NPR mounted—arising particularly from conservative commentators—and CEO Vivian Schiller disseminated a statement defending her organization. This essay applies the theory of image repair discourse to NPR's CEO Vivian Schiller's apology for firing Williams. Two accusations were in play and they prompted two distinct defenses: Her reaction to accusations that NPR had not followed appropriate procedures for termination Williams employed the strategies of mortification and corrective action and her defense of the firing itself used transcendence, bolstering, and attack accuser. This essay evaluates this defense as a poor example of image repair.

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