Social and Behavioral Sciences Commons^™

Fans Don't Boo Nobodies: Image Repair Strategies Of High-Profile Baseball Players During The Steroid Era, Kevin R. Nielsen

Theses and Dissertations

Baseball's Steroid Era put many different high-profile athletes under pressure to explain steroid allegations that were made against them. This thesis used textual analysis of news reports and media portrayals of the athletes, along with analysis of their image repair strategies to combat those allegations, to determine how successful the athletes were in changing public opinion as evidenced through the media. The contexts, media reports, and strategies of Jason Giambi, Mark McGwire, Andy Pettitte, and Roger Clemens were analyzed and revealed important implications involving effective use of image repair strategies. They provided a deeper framework for the success of mortification …