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Introduced by (William Benoit ), image restoration theory outlines strategies that can be employed to mitigate damage to image in an event where reputation has been damaged. Image restoration theory can be applied as an approach for understanding personal or organizational crisis situations. Benoit outlines this theory in ''Accounts, Excuses, and Apologies: A Theory of Image Restoration Strategies''.〔Benoit, William. (1995). ''Accounts, Excuses, and Apologies: A Theory of Image Restoration Strategies''. New York: State University of New York Press.〕 == Basic concepts of image restoration theory == Two components must be present in a given attack to the image of an individual or organization: # The accused is held responsible for an action, and # the act is considered offensive. Image restoration theory is grounded in two fundamental assumptions. # Communication is a goal directed activity. Communicators may have multiple goals that are not collectively compatible, but people try to achieve goals that are most important to them at the time, with reasonable cost. # Maintaining a favorable reputation is a key goal of communication. Because face, image, or reputation is valued as important, individuals or organizations are motivated to take action when it is compromised. Perception is fundamental to image restoration, as the accused actor will not engage in a defensive strategy unless the perception exists that he is at fault. The actor who committed the wrongful act must decide on the strategy of best course based on their specific situation. Factors such as credibility, audience perceptions, and the degree of offensiveness of the act must be taken into account. 抄文引用元・出典: フリー百科事典『 ウィキペディア（Wikipedia）』 ■ウィキペディアで「Image restoration theory」の詳細全文を読む スポンサード リンク
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