Life in the Age of Apology

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Life in the Age of Apology
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Why Ashton Kutcher and Mila Kunis were shamed for supporting an alleged rapist.

This refers to a tactic wherein there is an admission of wrongdoing without an explicit claim of responsibility. We can see this tactic play out in Kutcher and Kunis’ apology.Kutcher starts the apology video by saying that they are “aware of the pain that has been caused by the character letters that [they] wrote on behalf of Danny Masterson.” This statement might have been strategically worded to place emphasis on the pain caused by the letters themselves rather than the couple.

The study found mortification—the unequivocal expression of shame, guilt, or remorse—to be the most effective apology style in gaining public forgiveness. When public apologies did not include an admission of remorse, the researchers found the public less willing to forgive. This may explain people’s dissatisfaction with Kunis and Kutcher’s apology, as it focused more on the letters themselves than expressing remorse for the pain that their actions may have caused.

The fact that Kunis and Kutcher are on the verge of getting canceled by a large portion of their fanbase can be explained by a recent study on cancel culture and collective validation. The

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