Public Apologies and Relationship Maintenance Practices in a Francophone Online Community

Bernard Mulo Farenkia

doi:10.53103/cjess.v6i6.585

Authors

Bernard Mulo Farenkia Cape Breton University, Canada

DOI:

https://doi.org/10.53103/cjess.v6i6.585

Keywords:

Public Apologies, Postcolonial Pragmatics, Digital Discourse, Accountability, Image Repair, Francophone Africa

Abstract

This article examines public apologies produced in digitally mediated public spaces within a Francophone African online community. Drawing on a corpus of 51 apologies issued by actors from the media, political, religious, sports, and corporate spheres, the study investigates how speakers negotiate accountability, repair damaged identities, and restore social legitimacy following public transgressions. Grounded in postcolonial pragmatics, the analysis combines insights from speech-act theory, face and politeness theories, and image repair theory to explore the strategies through which apologizers express regret, assume or mitigate responsibility, justify their actions, and seek reconciliation. The findings reveal that public apologies are complex socio-pragmatic performances shaped by local cultural norms, communal values, religious beliefs, and the affordances of digital communication. Beyond conventional apology strategies, apologizers frequently mobilize rapport-building resources such as invoking family solidarity, expressing empathy and respect, and religious discourse to foster trust and social cohesion. The study contributes to research on public apologies, digital discourse, and postcolonial pragmatics by highlighting the culturally situated nature of accountability, reputation management, and relationship repair in Francophone African online communities.

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