Apologies in Spanish politicians: uses, characteristics and perceptions

Abstract

The research addresses the apology of politicians in Spain from the methodological triangulation. It establishes the context with the analysis of cases recorded in the media in Spain in the period 1978-2018 through Burke's pentad. Second, it proceeds to the thematic analysis of in-depth interviews with politicians, as main actors of the apologies and journalists, as transmitters of information and generators of public opinion. Lastly, the perception of a segment of the population is addressed, the university students, given their particular concerns regarding politics. The study shows the apology's capacity as an image repair strategy in the political and institutional sphere, its interest from the media point of view and its potential to redirect adverse communicative situations given the characteristics of political communication. In the same way, the work offers a starting point for future studies on apologies in the Spanish context.