News — Lance Armstrong鈥檚 much-anticipated interview with Oprah Winfrey has raised many questions about why he has now admitted to doping and whether or not his reputation can ever be rehabilitated.
McMaster University has experts available to comment on several elements of this unfolding story:
Cultural historian Stuart Henderson can place the Armstrong interview in the context of the 鈥渃ulture of guilt鈥� and the emerging tradition of public apologies.
鈥淔rom Facebook to Twitter, juicy memoirs to self-flagellating TV shows like Louie and Girls, we are surrounded by admissions of shame and error (moral and otherwise),鈥� says Henderson, an assistant professor and fellow in the Wilson Institute for Canadian History. 鈥淲hy do we admit guilt? Why do we confess our sins? Not just for absolution but for the opportunity to start over. That's the old Christian idea, anyway, and in a secular society who better to go to for absolution than Oprah?鈥�
Manish Kacker, an associate professor of marketing, can discuss whether or not the Armstrong brand can come back from the brink.
"Lance Armstrong's interview with Oprah is likely to be the start of the long and difficult process of repairing his brand as well as limiting any damage to the Livestrong brand and organization," he says.
Producers please note: McMaster is equipped with a broadcast studio and can facilitate live or pre-taped interviews.
For more information contact:
Wade HemsworthPublic Relations ManagerMcMaster University905-525-9140, ext. 27988[email protected]
Michelle DonovanPublic Relations ManagerMcMaster University905-525-9140, ext. 22869[email protected]
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