ABSTRACT
This chapter focuses on Image Repair Theory, explicating the theory and reviewing research on image repair in sport. Image repair theory (IRT) addresses the question of how to respond to accusations or suspicions of wrong-doing. IRT posits that maintaining a favorable impression—particularly with key audiences—is an important goal. Image repair strategies can be organized into five broad categories: denial, evading responsibility, reducing offensiveness, corrective action, and mortification. Research has applied image repair theory to a variety of sports-related situations. Benoit reviews the literature on sports image repair. While the majority of research on image repair in sport takes the form of case studies and applies the method of rhetorical criticism, some research on image repair in sport has adopted a quantitative approach, studying both the production of defensive strategies and the reception of defensive strategies. An analysis of attacks as comprised of blame and offensiveness was advanced to explain how strategies function.
