C301 MAE #3
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Communications
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Jan 9, 2024
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1. Provide a concise (3–5 sentences) vivid descriptive summary of this video that uses precise and illustrative language to describe key elements of its substance and style. Celebrity chef and TV personality, Paula Deen, appeared on the Today Show with Matt Lauer
in an emotional interview to address the scandal surrounding revelations that she had used racial slurs in the past. In the 13-minute interview, Lauer confronted Deen about her racially discriminatory attitudes and about her use of racially insensitive language. She tearfully claimed that she was not a racist, that she did not agree with the Food Network’s decision to terminate her contract, and constantly stressed that she is a good person, saying that if people really knew her, they would know she is not a racist. Deen never once uttered the words “I am sorry” during the entirety of the interview, and concluded with the phrase “I is what I is and I’m not changing.” 2. How does Deen establish her first persona in this interview? What qualities/characteristics does this interview suggest for Deen's second persona?
In her tense interview on the Today Show with Matt Lauer, Paula Deen makes an effort to establish her first persona as a warm, affable, and honest Southern cook. Throughout the interview, it seemed as though Deen wanted to appear as the sweet, Southern grandmother who has honest values, and although she made a mistake a long time ago when her life was in
danger, she is still well-meaning and harmless. In an attempt to embody these qualities, Deen uses Southern charm to emphasize her warm, down-to-Earth demeanor. She maintains a friendly and welcoming tone throughout the interview, smiling and using humor where she thought was appropriate. Deen also shared personal anecdotes and stories in order to connect with the audience emotionally, and to establish herself as someone who is personable and relatable. While discussing the controversy, Deen puts on an emotional display, accompanied with watery eyes, in order to garner sympathy and empathy from her audience and maintain that she is a sweet, harmless older lady. In order to establish herself as an honest person with good
values, Deen stresses throughout the interview how much she values the truth, tearfully expressing that she is only prejudiced towards thieves and liars and will always tell the truth, even if it may cause controversy. By employing these tactics, Paula Deen aimed to maintain her image as a warm and approachable personality, even as she addressed a serious and controversial issue during the interview.
Throughout the interview, it appeared as though Deen’s second persona is white, American, Christian viewers who can understand her as a person, and the ideals she may possess. It seemed as though Deen’s ideal audience would consist of existing fans who have followed her career and various cooking shows. These viewers would be more accepting due to their prior affinity for her Southern charm and culinary prowess. Deen’s second persona reveals that she is depending on an audience that is empathetic, practices forgiveness, and is open to giving people that make mistakes a second chance. Overall, Deen’s ideal audience are white, American, Christians and existing fans who are prone to empathy and forgiveness. 3. A primary situational requirement for racializing apologia is the commitment of racist violations, and the Holling, Moon, & Jackson Nevis article identify three types of racist violations (pgs. 266–271). Identify and analyze the types of racist violations to which Paula Deen is responding by applying Holling, Moon, & Jackson Nevis's framework to the artifact embedded and report linked in this post.
In their article “Racist Violations and Racializing Apologia in a Post-Racism Era,” Holling, Moon, and Jackson identify and describe three types of racist violations: microassaults in the form of racial slurs, microinsults in the form of racial stereotypes, and microinvalidations and
whiteness. According to Holling et al., a racist violation “expresses racism via microaggressions, supports various ideologies, such as beliefs in white superiority or adherence to colorblind ideology, and acts to maintain systems of white supremacy” (261). In
her interview with Matt Lauer on the Today Show, Paula Deen participated in all three forms of the racist violations. In the past, Deen is shown to have participated in microassaults in the form of racial slurs. While being deposed during a lawsuit, Deen admitted to using the n-
word in the past, saying “yes, of course.” In the interview, Deen claims that she only said the slur once, 30 years ago, when she was getting robbed by a black man at gunpoint. Deen has also participated in microinsults in the form of racial stereotypes. In the article, Holling, Moon, and Jackson explain that microinsults are often “unconscious interpersonal interactions or environmental cues that communicate rudeness, insensitivity, slights, and insults that demean a person’s identity, or heritage” (268). It was found that Deen allegedly wanted her African American employees to behave as though they were slaves during a wedding that she was hosting on a plantation. Deen, when referring to her African American employees, said “
it was not only black men, it was black women … I would say they were slaves.” In her insensitive comment, Deen dehumanizes African Americans.
Finally, Deen participated in microinvalidations and whiteness, which is an insidious, damaging, and harmful way of denying the “experiential realities of socially devalued groups” (Holling et al., 270). In a prior 2012 interview, Deen is seen sympathizing with her slave-owning ancestors, saying “black folk were such an integral part of our lives [during the Civil War], they were like our family.” She also referred to African Americans as “these people” and “workers.” By doing this, Paula Deen denies any personal racism and positions herself as superior while devaluing the experiences of African Americans. 4. Holling, Moon, & Jackson Nevis identify three key substantive/stylistic characteristics
of racializing apologia (pgs. 273–279). Identify and analyze how each characteristic manifests in Deen's commentary. In their article “Racist Violations and Racializing Apologia in a Post-Racism Era,” Holling, Moon, and Jackson identify three characteristics of racializing apologia: denial of intent, minimization, and bolstering. Public figures who commit racist violations draw upon these rhetorical strategies that assist in improving their image and legitimacy. In Paula Deen’s interview on the Today Show, she uses all three substantive and stylistic characteristics in order to smooth out the controversy that surrounds her name. Deen utilized the denial of intent strategy in order to clear her name, saying that never in her life has she tried to hurt anyone on purpose, and that she never would. According to Holling et al., the use of denial of
intent “addresses the actions resulting, or the effect produced from a racial slur such as demeaning, hurting, offending, or insulting individuals” (273). Throughout the interview, Deen repeatedly emphasized that she did not have malicious intent behind her words or actions. She argued that she did not use a racial slur with the purpose of harming or discriminating against anyone, but rather, used it in the past when her life was in danger. In her “apology,” Deen used minimization, which is a “white denial” strategy that occurs when white individuals attempt to downplay or minimize the problem or misconstrue intentionality (Holling et al., 274). In the interview, Deen minimized the controversy surrounding her by stating that she had grown up in a different era and region where such language was more commonly used. She implied that her intent was not to be hurtful but
rather reflective of the cultural norms at the time, thus minimizing her actions. Deen also attempted to minimize the gravity of her past actions by characterizing her use of racially insensitive language as a rare occurrence or a slip-up. She framed her past behavior as an exception to her usual conduct, suggesting that it was not representative of her character. Towards the end of her interview, Deen asks the viewers if they have ever made a mistake or done something that they may have regretted, further reducing her alleged abhorrent behavior
to a small mistake that does not reflect her character. In her response to the racial controversies by which she was surrounded, Paula Deen made efforts to bolster her character and self-image. Bolstering refers to “an attempt by the apologizer to strengthen the audience’s positive feelings toward the accused offsetting the negative feelings towards the wrongful act,” and includes appeals to cultural values, like-
minded allies, and associations with important individuals and/or religious institutions (Holling et al., 276). Throughout the interview, Paula attempts to bolster her image by reiterating that she values honesty and a strong character, and that the people who know and love her know that she is not racist, nor does she participate in racist behaviors. Deen also refers to spiritual work she has put in with the religious figure Reverend Jackson, thus associating herself with the Christian church and their ideals and characteristics. Deen’s use of bolstering functions to reconstruct herself in a preferable light so that she may preserve her
image and the ability to continue to make money as a celebrity chef. 5. Based on your analysis and responses to the above questions, identify the apparent goal of Deen's commentary in this interview and discuss how well Deen's commentary fits within the genre of racializing apologia. What additional characteristic(s) might be added to the genre of racializing apologia based on your analysis of this artifact?
The goal of Paula Deen’s commentary on the Today Show interview with Matt Lauer was to recover her image and garner empathy and sympathy from her supporters. Deen attempted to meet her goal by acknowledging her wrongdoings, denying malicious intent behind her actions, and portraying herself as the victim. Deen's commentary sought to acknowledge that she had used racially insensitive language and expressed genuine remorse for her past actions. This was an attempt to validate the concerns of those who were hurt by her words. She also employed the denial of intent, framing her use of offensive language as unintentional
or a product of a different cultural and historical context. By denying the intent to harm, she aimed to downplay the severity of her actions. At times, she portrayed herself as a victim of unfair judgment and media sensationalism–this strategy was intended to elicit sympathy and garner support. Deen's commentary fits within the genre of racializing apologia by following common patterns and strategies employed by individuals facing allegations of racial insensitivity. These strategies involve denial of intent, minimization, and bolstering of an individual’s character. An additional characteristic that might be added to the genre of racializing apologia is cultural relativism and historical context. Deen's emphasis on the historical and cultural context in which she grew up is a notable aspect of her commentary. This aspect might be included as a strategy within racializing apologia, where individuals invoke the context of their upbringing to justify or explain their past behavior.
6. What does Deen's commentary teach us about the rhetoric of racializing apologia? What are the possible sociopolitical implications/consequences of how Deen discusses her racist violations in this interview?
Deen's interview underscores the complexity of apologia strategies in the context of racial
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insensitivity. Her commentary combined elements of acknowledgment, denial of intent, minimization, and bolstering. This complexity highlights the multifaceted nature of racializing apologia, where individuals may employ various tactics to mitigate the harm to their image. Deen's interview also reveals the broader sociopolitical consequences of how racializing apologia is framed. On one hand, it can lead to forgiveness and redemption for individuals facing allegations, potentially enabling them to rebuild their careers and reputations. On the other hand, it may also perpetuate a cycle of downplaying the seriousness of racial insensitivity, making it important for society to critically evaluate the sincerity and intent of such apologies.