Journal of Research on Women andJournal Gender of Research 40 on Women and Gender Guilty by association: Volume 5, 40-61 © The Author(s) 2014 An analysis of Shaunie O’Neal’s Reprints and Permission: email
[email protected] Texas Digital Library: online/on-air image restoration tactics http://www.tdl.org Mia Moody-Ramirez, Isla Hamilton-Short, and Kathryn Mitchell “He that lieth down with dogs shall rise up with fleas.” —Benjamin Franklin’s Poor Richard’s Almanack Abstract The growing use of social media as a source of networking has spurred a growing interest in using the medium as a tool for image repair. Broadening the application of Benoit’s image repair theory, this case study looks at the image repair tactics of Shaunie O’Neal who became a celebrity during her marriage to former NBA basketball player Shaquille O’Neal, their subse- quent divorce, and the creation of her VH1 show, Basketball Wives (BBW). Throughout the four seasons of BBW, O’Neal’s cast members perpetuated negative stereotypes of Black women such as “the angry Black woman,” “the Jezebel” and “the tragic mulatto.” While O’Neal did not exhibit these characteristics on the show, she became guilty by association. To repair her tarnished image, the reality TV actress used her Facebook and Twitter feeds and episodes of Season 4 of BBW to implement various image repair tactics. Study findings indicate episodes of a reality TV show and social media may provide a viable platform for a celebrity to repair his or her tarnished image; however, tactics must be authentic and consistent.