Many things are easier to say and to receive face to face
than an apology, to admit you were wrong and to take responsibility for a fractured ego in front of who you
wronged. In the present age, we are bombarded with celebrity apology videos and posts premeditated for
personal gain and exposure across our social platforms. Apologies written and edited by PR teams for damage
control, performed repeatedly in effort to evoke compassion and avoid offence, are these still sincere apologies?
I’m Sorry... features a compilation of people performing a famed celebrity apology initially posted on Instagram, and were asked to perform the script however they see fit, to perform the whole passage, or only a selection, sincerely, or with intonations of mockery. Participants include commissioned individuals contacted over the internet, where they would market their services of themselves saying anything if paid, acting as a commentary on the absurdity of exchange between power, money and performance.
Moving Image
25 minutes
Keywords
research, human interaction, social cues, celebrity culture, lol, language, intonation, public relations