non-apologies
Sorry not sorry
Non-apologies are statements that take the form of an apology without actually accepting responsibility or expressing genuine remorse.
The classic structure is I'm sorry if you were offended—which shifts blame to the person who took offense rather than acknowledging wrongdoing.
Politicians and public figures deploy non-apologies after scandals: I'm sorry for any misunderstanding, mistakes were made.
The passive voice and conditional phrasing are hallmarks.
A sincere apology says I was wrong; a non-apology says I regret that some people felt hurt.
Sorrow over past actions
- misunderstoodIncorrectly comprehended
- conditionalDependent on prerequisites
- qualifierWord or phrase limiting meaning
- hedgeBoundary of planted shrubs
caveat · phrasing · semantics · technicality · loophole · framing · wordplay · ambiguity
Insincere expression of regret
- walkbackReversal of stated position
- deflectionChange in trajectory
- spinRapid rotation around axis
- statementExpressed claim or fact
clarification · backpedal · spokesperson · gaslighting · minimization · justification · excuse · evasion
Manipulation causing self-doubt
- manipulationUnderhanded control of others
- toxicCapable of causing harm
- dismissiveShowing contemptuous disregard
- invalidatingMaking something null
defensive · blame-shifting · narcissistic · accountability · conflict · relationship · confrontation · stonewalling
Strategic communication management
- statementExpressed claim or fact
- spokespersonAuthorized representative communicator
- brandCompany's product line name
- liabilityLegal or financial obligation
legal · disclaimer · settlement · lawsuit · scandal · accountability · reputation · image
Public accusation or summons
- accountabilityObligation for one's actions
- viralSpreading quickly online
- screenshotCaptured display image
- receiptsTransaction documentation
dragging · ratio · redemption · forgiveness · performative · hollow · insincere · shame
regret
Sorrow over past actions
- misunderstoodIncorrectly comprehended
- conditionalDependent on prerequisites
- qualifierWord or phrase limiting meaning
hedge · caveat · phrasing · semantics · technicality · loophole · framing · wordplay · ambiguity · vagueness
fauxpology
Insincere expression of regret
- walkbackReversal of stated position
- deflectionChange in trajectory
- spinRapid rotation around axis
statement · clarification · backpedal · spokesperson · gaslighting · minimization · justification · excuse · evasion · politician
gaslighting
Manipulation causing self-doubt
- manipulationUnderhanded control of others
- toxicCapable of causing harm
- dismissiveShowing contemptuous disregard
invalidating · defensive · blame-shifting · narcissistic · accountability · conflict · relationship · confrontation · stonewalling · excuse-making
PR
Strategic communication management
- statementExpressed claim or fact
- spokespersonAuthorized representative communicator
- brandCompany's product line name
liability · legal · disclaimer · settlement · lawsuit · scandal · accountability · reputation · image · boilerplate
callout
Public accusation or summons
- accountabilityObligation for one's actions
- viralSpreading quickly online
- screenshotCaptured display image
receipts · dragging · ratio · redemption · forgiveness · performative · hollow · insincere · shame · honor
non-apologiestaking responsibility
making amends · atonement · confessions · self-incrimination · self-recrimination
non-apology, apology, apologies, apologia, apologetic, apologetically, unapologetic, unapologetically, apologize