Abstract

Influencers have become prominent figures whose actions are closely watched by the public in the digital age. When scandals arise, they tend to make apologies on social media platforms, sparking discussions on their sincerity and credibility. Taking a pragmatic point of view, this study takes YouTuber Jenna Marbles’ apology as an example to explore the pragmatic strategies applied to increase sincerity of apology and rebuild trust. The study transcribed the apology video and applied Blum-Kulka and Olshtain’s framework of apology in its annotation and analysis. The findings reveal that the apology features a mixed use of explicit and implicit devices and that there are five strategies serving to enhance sincerity and rebuild trust: taking on responsibility, account of cause, offer of repair, promise of forbearance and apology intensification. The study seeks to enrich the pragmatics of apology literature and provide insights into the complex dynamics of public figures navigating crises in the digital era.

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