Image Restoration: From Theory to Practice - the case of Manny Pacquiao and Nike Company

Mohan Masaviru


The purpose of the study was to find out whether Manny Pacquiao applied the Image Restoration Theory after making derogatory remarks against LGBT (Lesbians, Gays, Bisexual and Transsexual/transgender) community.   The study used Image Restoration theory by Benoit. The study used content analysis Pacquiao’s statement. The units of analysis in the study were words, phrases, sentences and images. The inter rater reliability was k = .76 and there was 78.57% coder agreement, which was satisfactory. The study found out that Pacquiao used some strategies from the theory. He used mortification, differentiation, transcendence bolstering and intentions. By using several strategies Pacquiao was able to repair his image. In addition, the use of the Bible to support his apology was well thought out and can be used on other image restoration occasion. The quotes from the Bible and the Nike Company T-shirts he wore when giving his statement were symbols of apology in themselves. The study recommended that Pacquiao would have defined his publics first before repairing his image. Pacquiao would have clearly targeted his first message at Nike Company, second message at LGBT community and the third one to the other publics.

Keywords: Image Restoration, Nike, Manny Pacquiao, LGBT


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