This week was all about writing the script for the new film we’re making for the show in Cyprus. This means we’ve watched potentially every single apology video on YouTube; a task which started off as fun but became fairly depressing as time went on. While watching so many in quick succession, you really are able to see a pattern. They begin with a deep sigh and then set the groundwork of why this really isn’t their fault but simultaneously explain that they won’t be making any excuses. It’s so bizarre to see how important social media has become as a communication tools for organizations and public figures in times of crisis. It functions on an interpersonal level, whereas traditional image repair strategies are based on a mass media model. They really make an effort to appear relatable and human; there’s no editing in the video, it begins with them turning on the camera and ends with them turning it off. There’s no music or fancy background, both this and the lack of editing also contribute to the idea that it’s very spontaneous and therefore heartfelt. After watching all the videos, the script practically wrote itself! A Frankenstein’s monster of references, original lines, and some phrases that were too perfect not to just steal.
