Analysis of Apology Syles in Ppublic Figure's Post

This study aims to analyze the style of apologies used by public figures in Instagram posts and to examine their function as a form of pragmatic and strategic public communication. In the context of digital media, apologies are no longer merely expressions of regret, but also instruments for managing reputation and public discourse. This study uses a qualitative descriptive method by analyzing apology statements posted by selected public figures on Instagram during October–November 2025. Data were collected through screen capture documentation and transcription of posts containing explicit apology messages. The analysis is based on pragmatic theory, specifically the Cross-Cultural Speech Act Realization Project (CCSARP) framework, and is supported by Image Restoration Theory and Situational Crisis Communication Theory. The findings show that public figures employ various apology strategies, including expressions of regret, acceptance of responsibility, clarification, requests for protection of third parties, and setting privacy boundaries. Apologies that explicitly emphasize empathy and responsibility tend to project sincerity and credibility, while defensive and clarification strategies are primarily used to control the public narrative and reduce reputational risk. This study concludes that posting apologies on social media serves as a strategic crisis communication practice and not merely illocutionary acts, which contributes to the understanding of the discourse of apology in the digital public sphere and contemporary pragmatic studies.