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Denying and Minimizing the Allegations: the Martha Stewart Scandal

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Denying and Minimizing the Allegations: the Martha Stewart Scandal Western Michigan University ScholarWorks at WMU Master's Theses Graduate College 12-2004 Denying and Minimizing the Allegations: The Martha Stewart Scandal Rebecca A. Schmidt Follow this and additional works at: https://scholarworks.wmich.edu/masters_theses Part of the Communication Commons Recommended Citation Schmidt, Rebecca A., "Denying and Minimizing the Allegations: The Martha Stewart Scandal" (2004). Master's Theses. 3985. https://scholarworks.wmich.edu/masters_theses/3985 This Masters Thesis-Open Access is brought to you for free and open access by the Graduate College at ScholarWorks at WMU. It has been accepted for inclusion in Master's Theses by an authorized administrator of ScholarWorks at WMU. For more information, please contact [email protected]. DENYING AND MINIMIZING THE ALLEGATIONS: THE MARTHA STEWART SCANDAL by Rebecca A. Schmidt A Thesis Submitted to the F acuity of The Graduate College in partial fulfillment of the requirements for the Degree of Master of Arts Department of Communication Western Michigan University Kalamazoo, Michigan December 2004 Copyright by Rebecca A. Schmidt 2004 ACKNOWLEGEMENTS Thereareanumberofpeoplewithoutwhomthisprojectanddegreecould nothavebeencompleted. So,itiswithjoythatIwritethispageandthanksome ofyouforyourcontributionsandsupport. First, IwouldliketothankmyHeavenlyFatherwhoprovidedmewiththis opportunityandsawmethroughfromstarttofinish. Onlyyoutrulyknowhow muchIlearnedandgrewthroughthisprocessandIknowyouwerewithme everystep(andkeystroke)alongtheway. Tomyincredibleadvisor, Dr. Keith Hearit, thankyouforthecountless hoursyoudevotedtothisthesisandtherefore,tome. Withoutyourhelp,this thesiswouldstillbeamerethoughtinsteadofacompletedproject. Yourwords ofwisdomandencouragementasIformulatedeachsectionofthispaperwere invaluableandwillnotbeforgotten;forthatIamexceedinglygrateful. Tomycommittee, Dr.RhodesandDr.Apker,thankyouforyour willingnesstotaketimeoutofyoubusyschedulestooferyourhelpandopinions onthistopicandserveonthiscommittee. Yourinputanddirectiononthisthesis aregreatlyappreciated;withoutyourguidancethisthesiswouldnotbewhatitis today. Thirdly, Iwouldliketothankmyparentsandmysister, Karen. Your prayersandencouragementarealargepartofthereasonwhyIwasableto ..11 Acknowledgments- Continued perseverethroughtothecompletionofthisproject. Thankyouforthecountless hoursyouspentlisteningtomyideasandtakingsuchaninterestinwhatIwas writingandlearningeachday. AsIfrequentlycametoyouwithmyexcitement andfrustrations,youconsistentlyweretherewithlisteningearsandencouraging words. Youprovidedanexampleoffaiththatwasuplifingandfrequentlyserved asareminderthatIcoulddothisandonedayitwouldcometoanend;forthatI ameternallygrateful. IdonotknowwhatIwouldhavedonewithoutyoubymy sidethesemonths;youtrulyareablessingfromGod. Finally, IwanttothankMelissa,Sarah,andJodiforyourpatienceand understandinginputtingupwithmeasIspentcountlesshoursanddays hammeringouttheideasforthisthesiswhichincludedmanytripsaroundthe housereadingthisoutloudformybenefit, notyours. Thankyoufordraggingme outofthehouseattimeswhenyouknew Ineededabreak, understandingwhen Ineededtostaybehind,andtellingmewhentogetbacktowork. Hardlyaday wentbywhenyoudidnotreceive"anearful"astohowthingsweregoingand whatIhadtodothatevening. ItwasinalargepartduetoyougirlsthatIwas abletomaintainmysanityandsenseofhumorthroughthesemonths. Allofyouhavetouchedmylifeinsomanyways;withouteachofyouthis thesiswouldnothavebeenpossible. Iamindebtedtoyouall. ThankYou!! RebeccaA Schmidt ... ll1 DENYING AND MINIMIZING THEALLEGATIONS: THEMARTHA STEWART SCANDAL RebeccaA. Schmidt,M.A. WesternMichiganUniversity,2004 ThisthesisstudiesthecrisismanagementstrategiesemployedbyMartha StewartassherespondedtoallegationssurroundinghersaleoflmClonestockin December2001. Throughrhetoricalanalysis,whichutilizesthegenericmethod ofcriticism,itexaminesMs. Stewart'spublicresponsestohercrisisthatwere broadcastontelevision,printedinnewspapersandmagazines,andpostedon Stewart'swebsite,andfoundthatsheusedprimarystrategiesofdenialand minimization. Finally,thisthesisconcludesthatMs. Stewart'sresponsesare consideredappropriateastheyrelatetotheexpectationsofheraudienceaswell asherattempttorepairherimageandthatofMarthaStewartLivingOmniMeida. TABLE OF CONTENTS ACKNOWLEGEMENTS....................................................................................... ii CHAPTER I. INTRODUCTION....................................................................................... 1 Crisis................................................................................................. 3 Martha Stewart Case History . .. .. .. .. .. .. .. .. .. .. .. .. .. 4 Conclusion . .. .. .. .. .. .. .. .. .. .. .. .. .. .. .. .. .. .. .. 15 II. LITERATURE REVIEW............................................................................. 17 Crisis ................................................................................................. 18 Crisis Management . .. .. .. .. .. .. .. .. .. .. .. .. .. .. .. .. .. .. 19 Types of Crisis .................................................................................. 22 Crisis Communication Management ................................................. 24 Denial ........................................................................................ 27 Reduce Ofensiveness.............................................................. 28 Evasion of Responsibi . .. .. .. .. .. .. .. .. .. .. .. 31 Corective Actin....................................................................... 32 Apology ..................................................................................... 33 Purpose and Research Questions .................................................... 33 Conclusion and Organization . .. .. .. .. .. .. .. .. .. .. .. .. .. .. .. .. .. .. 36 Ill. RHETORICAL METHODOLOGY .............................................................. 37 Rhetoric............................................................................................. 38 lV Table of Contents - Continued Rhetorical Criticism . .. .. .. .. .. .. .. .. .. .. .. .. .. 41 Rhetorical Methods . .. .. .. .. .. .. .. .. .. .. .. .. .. 44 Generic Criticism............................................................................... 45 Generic Options .. .. .. .. .. .. .. .. .. .. .. .. .. .. .. .. .. 50 Generic Descrpton................................................................... 50 Generic Paricipation ................................................................. 51 Gener Applcation . .. .. .. .. .. .. .. .. .. .. .. .. .. .. .. 51 Generic Analysis of Martha Stewart.................................................. 52 Conclusion ........................................................................................ 54 IV. RHETORICAL ANALYSIS ......................................................................... 55 Generic Analysis of Martha Stewart.................................................. 56 Crisis Genre.............................................................................. 56 Martha Stewart's Communication Response Strategies ................... 59 Initial Responses ....................................................................... 59 Denial................................................................................ 60 Minimization .. .. .. .. .. .. .. .. .. .. .. .. 62 Bolstering.......................................................................... 63 Silence .............................................................................. 64 Interview with Barbara Walters, November 7, 203 .................. 65 Denial................................................................................ 66 Minimization...................................................................... 68 V Table of Contents - Continued Conviction Responses . 70 Denial................................................................................ 70 Silence .............................................................................. 71 Initial Sentencing Responses.................................................... 71 Denial................................................................................ 71 Mnimization...................................................................... 72 Bolstering.......................................................................... 73 Morifcation....................................................................... 76 Interiew with Barbara Walters, July 16, 2004 .......................... 77 Denial................................................................................ 77 Minimization...................................................................... 78 Diferentiation.................................................................... 79 Silence .............................................................................. 80 Larr King Interiew, July, 19, 2004 .......................................... 80 Minimization...................................................................... 80 Bolsterng . 81 Morifcation....................................................................... 83 Martha Stewart's Communication Style ............................................ 84 Conclusion: Crisis Genre Revisited.................................................. 87 Conclusion . .. .. .. .. .. .. .. .. .. .. .. 89 Vl Table of Contents - Continued V. CONCLUSION .......................................................................................... 91 Martha Stewart's Response Strategies . .. .. .. .. .. .. 92 The Appropriateness of
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