THE GENRE of CORPORATE SPORTS APOLOGIA Submitted By
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THESIS “THE SEASON FROM HELL”: THE GENRE OF CORPORATE SPORTS APOLOGIA Submitted by Caitlyn Jarvis Department oF Communication Studies In partial FulFillment oF tHe requirements For tHe Degree oF Master oF Arts Colorado State University Fort Collins, Colorado Summer 2016 Master’s Committee: Advisor: Carl BurgcHardt ElizabetH Williams Kirk Hallahan Copyright by Caitlyn Jarvis 2016 All RigHts Reserved ABSTRACT “THE SEASON FROM HELL”: THE GENRE OF CORPORATE SPORTS APOLOGIA In the fall of 2014 the National Football League (NFL) experienced a drastic rise in tHe publicity oF player arrests For domestic violence. Not only did tHe case oF Ray Rice, wHo was video taped brutally assaulting his fiancé, receive public attention, but this case was quickly Followed up witH arrests oF Greg Hardy, Ray McDonald, and Adrian Peterson. Suddenly, domestic violence was a serious problem in discord witH public values. This project examines tHe NFL’s response to tHe domestic violence crisis during the 2014 to 2015 football season and its eFForts to regain public legitimacy. THrougH combining tHe genre oF apologia witH researcH on organizational communication tactics, I present five theoretical ways in whicH sports corporations, like the NFL, can begin to rebuild their public image in tHe wake oF a crisis. THese Five strategies Help to inForm tHe salience oF apologia tHeory as well as tHe ligHt it can sHed on corporate communication wHen combined witH studies on organizational discourse. ii ACKNOWLEDGMENTS THere are countless people wHo Have inFluenced my proFessional and personal development over tHe last two years. I would like to pay a special tHanks to my advisor, Dr. Carl BurgcHardt, wHose patience and advice was a constant source of relieF tHrougHout tHe tHesis process. As I read tHrougH tHe Final product, I am Forever indebted to your willingness to Help develop my rhetorical insights and writing technique. These are skills I will carry far beyond graduate school. I would also like to tHank my inside committee member, Dr. Kirk HallaHan, wHose consideration and Feedback tHrougHout tHis process Has provided me witH a deeper understanding oF tHe Public Relations perspective. THank you For taking time, especially during your sabbatical, to Help develop tHis project. And oF course, I am beyond grateFul to Dr. ElizabetH Williams, wHose advice and guidance in tHe classroom and beyond Has Helped sHape my experience at Colorado State University into Far more tHan I could Have imagined. Thank you so mucH, ElizabetH, For your Help in developing my scHolarly interests and introducing me to organizational tHeory, wHicH ignited my passion For researcH. THank you For your encouragement to pursue my interests and For tHe countless opportunities you have provided me. I do not believe I could Have accomplisHed graduate scHool witHout your support. I would also like to tHank my Friends and Family, wHose support was a guiding ligHt tHrougHout graduate scHool. To my Friends, especially KatHarine Lunny, tHank you for listening to my countless grievances, For tHe two-hour phone calls, and for putting up with me over tHe past Five years. To KarleigH Cameron, I’m so lucky tHat we met and tHat you iii became my First real Friend in my move to Colorado. To my brotHer, Matthew, thank you for your advice and Humor, especially in times oF stress—I truly appreciate it. And lastly to my parents, tHank you For tHe encouragement you Have given me, For visiting wHen you can, and For giving me tHe opportunities I Have Had to reacH tHis milestone. iv TABLE OF CONTENTS Abstract………………………………………………………………………………………………………………..ii Acknowledgments………………………………..………………………………………………………………..iii Chapter One: Introduction…………………………………………………………………...…………………1 Setting the Stage: The NFL’s Public Relations Problem…………………………………..3 THe Genre oF Apologia...………………………………………………………………………………..7 THe Subgenre oF Sports Apologia…….………………………………………………..10 The Subgenre oF Corporate Apologia……….………………….…………………….11 Organizational Culture and Values……………………………………….…13 Moving Forward…………………………………………………………………………………………15 Chapter Two: Context.…………………………………………………………………………………………...17 February 2014……………………………………………………………………………………………18 THe Scandal and tHe Immediate AftermatH.………………………………………18 Rice’s Pre-Scandal Public Image... …………………………………………………….19 The NFL and the Raven’s Response………………………………………….………..20 MarcH 2014……………………………………………………………………………………….………..22 April and May 2014…………………………………………………………………………….……….23 Rice’s Legal Outcome…………………………………………………………………..…….23 Rice and Palmer’s Press ConFerence……...……………………………………….…..24 Greg Hardy…………………………………………………………………………………….…24 June 20…………….……………………………………………………………………………………….…25 Rice’s Meeting with the NFL…...……………………………………………………….....25 v July 2014…………………………………………………………………………………………………......26 THe NFL Sanctions Against Rice….……………………………………………………....26 Playing Favorites……………………………………………………………………………….27 Raven’s Response.…………………………………………………………………………..….27 August 2014……………………………………………………………………………………………..…..28 NFL on DeFense………....…………………………………………………………………..…...28 THe New Policy…………..………………………………………………………………..……..28 September 2014…………..…………………….………………………………………………………….29 Hardy and Peterson………………………………………………………………………….....29 Criticism on Goodell’s LeadersHip……..………………………………………………....30 Initial Remedial Action…..…………………………………………………………………....33 Goodell’s First OFFicial Press ConFerence………….……………………………………34 October 2014…………………………………………………………………………………………………37 Continued Remedial Work….……………………………………………………………….37 Support and Criticism For Commissioner Goodell………...…………………….....38 November 2014………………………………………………………………………………………….....40 Rice’s Suspension and Appeal Hearing…...……………………………………………40 2015………………………………………….………………………………………………………………....41 Greg Hardy.…………………….……………………………………………………………….…41 CHapter THree: THe TriumpH oF TeFlon….………………………………………………………………….44 Deploying Due Process………………………………………………………………………………….44 Discourse Content.…………………………………………………………………………......48 Key Words………………………………………………………………………………49 vi Rhetoric of Policies…………………………………………………………………………….50 Discourse on Legal Experts………………….…………………………………………………..51 Robert Mueller……………………………………………………………..………………52 Lisa Friel........................................................................................................................53 Judge Jones………………………………………………………………………………..…55 Strategizing Ambiguity………………………………………………………………………………………59 Questions oF Evidence……………………………………………………………………………..60 Questions oF Intent…………………………………………………………………………..……..63 Questions oF Locus….………………………………………………………………………….,,….64 Speaking to StakeHolders…………………………………………………………………………………..65 Leadership Ethos……………………………………………………………………………………66 Unity THrougH IdentiFication……...……………………………………………………………68 Building Common Ground….……………………………………………………………………70 Expressing Concern for the Individual……………………………………..……71 Recognizing tHe Individuals’ Contribution to tHe Organization………71 Espousal oF SHared Values……………………………………………………………72 Advocating For Company Sponsored Activities……………..………………..73 Highlighting Praise by Outsiders…………………………………………………...74 Illustrating Remorse……..…………………………………………………………………………75 Addressing StakeHolder Complaints…………...…………………………………76 THe NFL Cares About Women…………………………………………….77 SHowcasing an Understanding oF Domestic Violence…………...77 Addressing tHe Personal Conduct Policy……………………………..78 vii Reasserting Credibility…………………………………………………………………...……….79 NO MORE………….………………………………………………………………………….79 National Domestic Violence Hotline…………………………………………..…..82 ArcHetypes….…………………………………………………………………………………………..82 THe NFL Family….…………………………………………………………………………83 Family Members……………………………..…………………………………84 SHiFting Blame…………………………………………………………………………………………………..85 Scapegoating………………………………………………………………………………………….86 Kategoria-Based Apologia……………………………………………………………………….88 ReFrame Current CHarges……………………………………………………………..89 Leveling New CHarges……..…………………………………………………………...90 Challenging Ethics………………………………………………………………………..91 Chapter Four: The Fourth Quarter………………………………………………………………………………..94 Traditional Apologia………………………………………………………………………………………….95 Intersecting Organizational Communication THeory……………………………………..……97 Corporate Sports Institutions………………..…………………………………………………………..98 RHetoric oF Domestic Violence…………………………………………………………………………..99 FurtHer ResearcH……………………………………………………………………………………………..100 Final THougHts……………………………………………………………………………..………………….101 Notes…………………………………………………………………………………………………………………………102 viii Chapter One: Introduction Sports in the United States are a big business. In 2013, PricewaterhouseCoopers LLP, a New York based researcH Firm, reported tHat by 2017 sports revenue in NortH America would grow to an estimated $67.7 billion.1 Among tHe most powerFul sports organizations in the country, the National Football League (NFL) consistently ranks as the most proFitable and most popular sporting FrancHise, witH estimated annual revenue reaching $9.5 billion.2 Beyond being an economic powerHouse, tHougH, tHe NFL is also a major cultural institution in tHe United States. Sports impact culture tHrougH a variety oF ways: From media coverage, to tHe experience oF playing a sport, or even simply viewing tHe sport among Friends and Family.3 It is tHereFore important to analyze the communication expounded by tHe NFL, specifically through a rhetorical and organizational communication perspective. By analyzing How tHe NFL’s discourse presents itselF to tHe public, we can better understand tHe impact tHis may Hold on our culture and national identity. After all, as MicHael