Image Source: Marylandstater, Public domain, via Wikimedia Commons
What Was the Accusation?
Olympic swimmer Michael Phelps faced widespread criticism in February 2009 after the British tabloid News of the World published a photograph that appeared to show him inhaling from a glass marijuana pipe, commonly known as a bong. The photograph reportedly had been taken at a party in November 2008 while Phelps was visiting the University of South Carolina. The incident occurred only months after Phelps became one of the world’s most celebrated athletes by winning a record eight gold medals at the 2008 Beijing Olympic Games.
Phelps did not dispute the authenticity of the photograph. In a statement released through his representatives on February 1, 2009, he acknowledged engaging in regrettable behavior, described his conduct as youthful and inappropriate, apologized to his fans and the public, and promised that it would not happen again. Although marijuana was prohibited in competition under international anti-doping rules, the reported incident occurred outside competition and Phelps had not failed a drug test in connection with it.
The controversy nevertheless produced significant consequences for Phelps because of his status as an Olympic champion and highly visible role model. USA Swimming suspended him from competition for three months and temporarily withdrew its financial support, explaining that the action was not punishment for an anti-doping violation but a response to his having disappointed people, particularly young swimmers who regarded him as a role model. Kellogg also announced that it would not renew its endorsement agreement with Phelps, saying his recent behavior was inconsistent with the company’s image. Other major sponsors continued their relationships with him.
Phelps continued his image-repair effort in the weeks that followed. In a video directed toward his Chinese fans, he again characterized his behavior as regrettable and encouraged young people to learn from his mistake. During a March 13 appearance on NBC’s Today, interviewer Matt Lauer directly asked him about the marijuana issue. Phelps still stopped short of explicitly stating that he had smoked marijuana, instead calling what happened a stupid mistake and an example of bad judgment. He emphasized the harm he believed he had caused his family, friends and fans and said he wanted other people to learn from his experience.
Phelps also offered an explanation for the circumstances surrounding the photograph, saying that he had been celebrating with a small group and believed he could trust the people around him. He subsequently acknowledged that this trust had been misplaced. His response therefore combined acceptance of responsibility for poor judgment with efforts to place the incident within the context of youthful behavior, a private social gathering, and a mistake from which he intended to learn. South Carolina authorities investigated the incident but ultimately did not charge Phelps, saying there was insufficient physical evidence to establish that he had smoked marijuana.
Key Apologia Strategies
Mortification, Corrective Action, Defeasibility, Bolstering, Attacking the Accuser
Video
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Transcript
Michael Phelps’ Initial Statement (February 1, 2009):
“I engaged in behaviour which was regrettable and demonstrated bad judgment. I’m 23 years old and, despite the successes I’ve had in the pool, I acted in a youthful and inappropriate way, not in a manner people have come to expect from me. For this I am sorry. I promise my fans and the public it will not happen again.”
Michael Phelps’ Statement to Chinese Fans (February 2009):
“As many of you know, I recently engaged in behavior which was regrettable and not what people have come to expect from me.”
“The past few days have been tough for me, but I’ve received support and encouragement online from so many Chinese friends.”
“To the young people of China, please learn a lesson from this. Be positive in life, and do the right things. I’ve had so many great experiences in China over the past few years, and have enjoyed learning about your culture and your history.”
“But it’s the warmth and forgiveness in the messages I’ve received from China that has really lifted me up over the past few days. Thanks again for your support and encouragement. I look forward to returning to China soon.”
Michael Phelps’ Today Interview with Matt Lauer (March 13, 2009) – Excerpts
Phelps: “It was an awful judgment. And, really, the people I hurt is my family, clearly, my friends, the close people around me and most importantly, the fans. And I realize that that hurt a lot of people.”
Lauer: “Were you smoking pot?”
Phelps: “It was a bad mistake. I mean, we all know what you and I are talking about. It’s a stupid mistake. You know, bad judgment. And it’s something that I have to, and I want to teach other people not to make that mistake.”
Lauer: “When you first saw the picture, when you first laid eyes on it and realized what it was a picture of, did you calculate at that point the fallout? Did you start to think how damaging this could be to you personally and your career?”
Phelps: “It’s not about money to me. The contract side of things, yeah, I was disappointed. But I think the biggest thing is who I hurt the most. Like, if I lost money, OK. It’s not an issue with me. I’ve come to realize people want to bring you up, but more people want to bring you down. It’s how the American public is. I’ve found out and that’s definitely somethin’ to keep in mind and keep close at heart.”
