| Summary: | 碩士 === 中國文化大學 === 新聞研究所碩士在職專班 === 96 === Focusing on the Kaohsiung Rapid Transit Scandal (高捷案), TDTC-FESS Case (台開案), Pacific Sogo Department Store Scandal (太百案),State Confidential Expenses Scandal (國務機要費案), and Recall Motion (罷免案), this research is to explore President Chen Shui-Bian’s discourse of apology, when undergoing crisis, for different crisis stages. Besides, this research applies generic criticism and critical discourse analysis to explore the repeated features appearing, and the defendants’ discourse given, when similar crises happen. The foundation of the analysis is the apology strategies, which was raised by Ware & Linkugel (1973), applied by organisations or politicians when they are criticised for moral defects. Moreover, discourse analysis, raised by Fairclough (1995), is applied to analyse President Chen Shui-Bian’s defensive discourse of apology given to the public when undergoing crises, from the dimensions of text, discourse, and social context. Through the exploration into President Chen Shui-Bian’s discourse given when criticised and accused by the public, this research explains, and deduces from, the discourse. Meanwhile, this research also extracts the hidden ideologies and relations of rights from the texts.
To conclude the above-mentioned points, this research finds out that (1) different defensive strategies are applied during different crisis stages. The turning point is the crisis context. (2) The happening of the crisis stages is a process of cycle. (3) The transition of the crisis context decides the implementation of rhetorical discourse. (4) The repeated similar contexts have common features. (5) The discourse given during crisis reveals ideologies.
Based on the above-mentioned results, this research raises the following conclusions: (1) Decided by the “party” undergoing crisis, different defensive strategies are applied to tackle different crises. (2) Based on the different “targeted audience”, the transmission of crisis can be performed by different methods of communication. (3) In terms of persuasion, the diverse applications of apology strategies do not bring up positive effect.
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