Mark Zuckerberg’s Facebook apology is the linguistic equivalent of ‘shit happens’

Linguistic professor Annabelle Lukin analyses the corporate comms minefield that was Mark Zuckerberg’s less-than-sincere apology in this crossposting from The Conversation.

A corporate apology echoes the words we are so familiar with from our everyday lives – but it is a distinct beast. It happens under the glare of media and is issued by an office holder in a complex management structure, to a mass and impersonalised audience.

And its contents may be subject to legal proceedings. It may also be couched in words which create the veneer of an apology without a detailed admission of guilt.

Be a member to keep reading

Join Mumbrella Pro to access the Mumbrella archive and read our premium analysis of everything under the media and marketing umbrella.

Become a member

Get the latest media and marketing industry news (and views) direct to your inbox.

Sign up to the free Mumbrella newsletter now.

"*" indicates required fields

 

SUBSCRIBE

Sign up to our free daily update to get the latest in media and marketing.