A blame narrative approach to apologetic crisis management: The serial apologiae of United Airlines

Using the crisis faced by United Airlines in 2017 when the air carrier forcibly removed Dr. David Dao from a flight, this paper uses a blame narrative perspective to focus on the apologetic efforts of CEO Oscar Munoz in his multiple attempts to resolve the public relations crisis faced by the airline. In so doing, it shows that because Munoz and United initially resisted taking responsibly, the airline perpetuated the crisis by issuing multiple apologiae. This was due to the fact that its first narrative denied responsibility and shifted blame, and only when the airline proffered a narrative that took responsibility and apologized did it meet stakeholder expectations-and subsequently resolve the crisis. As such, this paper argues that future directions in apologia studies should focus less on message strategies and instead seek to uncover the broad narratives, blame and otherwise, that inhere in this form of discourse.