Whereas most image repair analyses trace an attack and then the image repair attempts of the one attacked, this essay takes a much less conventional approach: We trace an attack and then the image repair attempts of the one making the attack, as the attack—the outburst—utterly backfired. 

Josh Compton & Brett Miller

Political power is often achieved through a balance of rhetorical attack (kategoria) and defense (apologia).  There are few more dramatic examples than the balancing act attempted by South Carolina Representative Joe Wilson during and after a joint session of Congress on September 9, 2009.  Rep. Wilson shouted, “You lie!” at President Barack Obama.  We use this unique case to consider the peculiar nature of outburst as a form of attack—an attack that, instead of damaging the image of its target, often hurts the image of the attacker.  We conclude that Wilson’s image repair efforts largely failed, as measured against a criterion of appropriateness.  Implications of outburst as rhetorical attack and as grounds for defense are explored. 

Compton, J., & Miller, B. (2011, April). “You lie!” and “I’m sorry.”: Power and rhetoric in Joe Wilson’s outburst and apology. Political Communication Division, Eastern Communication Association: Arlington, VA.