Newsgroups, Activist Publics, and Corporate Apologia: The Case of Intel and Its Pentium Chip

Public Relations Review

Volumn 25, Issue 3, 1999, Pages 291-308

  Hearit, Keith Michael ^a  

^a NONE

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[No Author keywords available]

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EID: 0348166965     PISSN: 03638111     EISSN: None     Source Type: Journal    
DOI: 10.1016/S0363-8111(99)00020-X     Document Type: Article

References (98)

1. "Take My Pentium Chip. Please," The New York Times (December 18, 1994), p. 3-11. For more of the humor that surrounded the Pentium flaw, see the following URL: 〈http://aug10.augsburg.edu/~gamer/humor/Pentium.html〉.
2. Brooke Crothers, "Faulty FPU Flubs Math in Certain Equations," InfoWorld (November 28, 1994.), pp. 1, 18.
3. Peter H. Lewis, "I.B.M. Deals Blow to a Rival As It Suspends Pentium Sales," The New York Times (December 13, 1994), pp. A1, D6.
4. Andrew S. Grove, Craig R. Barrett, and Gordon E. Moore, "To Owners of Pentium™ Processor-Based Computers and the PC Community," Wall Street Journal (December 21, 1994), p. A7.
5. Keith Michael Hearit, "Apologies and Public Relations Crises at Chrysler, Toshiba, and Volvo," Public Relations Review 20 (1994), pp. 113-125.
6. Alfred A. Marcus and Robert S. Goodman, "Victims and Shareholders: The Dilemmas of Presenting Corporate Policy During a Crisis," Academy of Management Journal 34 (1991), pp. 281-305. For more on corporate apologia see William L. Benoit, Accounts, Excuses, and Apologies: A Theory of Image Restoration Strategies (Albany: State University of New York Press, 1995); George N. Dionisopoulos and Steven L. Vibbert, "CBS vs. Mobil Oil: Charges of Creative Bookkeeping in 1979," in Halford Ross Ryan (ed.), Oratorical Encounters (New York: Greenwood Press, 1988), pp. 241-251; Keith Michael Hearit, "'Mistakes Were Made:' Organizations, Apologia, and Crises of Social Legitimacy," Communication Studies 46 (1995), pp. 1-17.
7. Alfred A. Marcus and Robert S. Goodman, "Victims and Shareholders: The Dilemmas of Presenting Corporate Policy During a Crisis," Academy of Management Journal 34 (1991), pp. 281-305. For more on corporate apologia see William L. Benoit, Accounts, Excuses, and Apologies: A Theory of Image Restoration Strategies (Albany: State University of New York Press, 1995); George N. Dionisopoulos and Steven L. Vibbert, "CBS vs. Mobil Oil: Charges of Creative Bookkeeping in 1979," in Halford Ross Ryan (ed.), Oratorical Encounters (New York: Greenwood Press, 1988), pp. 241-251; Keith Michael Hearit, "'Mistakes Were Made:' Organizations, Apologia, and Crises of Social Legitimacy," Communication Studies 46 (1995), pp. 1-17.
8. Alfred A. Marcus and Robert S. Goodman, "Victims and Shareholders: The Dilemmas of Presenting Corporate Policy During a Crisis," Academy of Management Journal 34 (1991), pp. 281-305. For more on corporate apologia see William L. Benoit, Accounts, Excuses, and Apologies: A Theory of Image Restoration Strategies (Albany: State University of New York Press, 1995); George N. Dionisopoulos and Steven L. Vibbert, "CBS vs. Mobil Oil: Charges of Creative Bookkeeping in 1979," in Halford Ross Ryan (ed.), Oratorical Encounters (New York: Greenwood Press, 1988), pp. 241-251; Keith Michael Hearit, "'Mistakes Were Made:' Organizations, Apologia, and Crises of Social Legitimacy," Communication Studies 46 (1995), pp. 1-17.
9. Alfred A. Marcus and Robert S. Goodman, "Victims and Shareholders: The Dilemmas of Presenting Corporate Policy During a Crisis," Academy of Management Journal 34 (1991), pp. 281-305. For more on corporate apologia see William L. Benoit, Accounts, Excuses, and Apologies: A Theory of Image Restoration Strategies (Albany: State University of New York Press, 1995); George N. Dionisopoulos and Steven L. Vibbert, "CBS vs. Mobil Oil: Charges of Creative Bookkeeping in 1979," in Halford Ross Ryan (ed.), Oratorical Encounters (New York: Greenwood Press, 1988), pp. 241-251; Keith Michael Hearit, "'Mistakes Were Made:' Organizations, Apologia, and Crises of Social Legitimacy," Communication Studies 46 (1995), pp. 1-17.
10. Bart Ziegler and Jared Sandberg, "On-line Snits Fomenting Public Storms," The New York Times (December 23, 1994), pp. B1, B3.
11. Robert K. Yin, Case Study Research (Beverly Hills: Sage, 1984).
12. For an explanation of the applicability of the rhetorical approach to public relations, see Robert L. Heath, "A Rhetorical Approach to Zones of Meaning and Organizational Prerogatives," Public Relations Review 19 (1993), pp. 141-155. For more on the generic approach used here, see Karlyn Kohrs Campbell and Kathleen Hall Jamieson, "Form and Genre in Rhetorical Criticism: An Introduction," in Karlyn Kohrs Campbell and Kathleen Hall Jamieson (eds.), Form and Genre: Shaping Rhetorical Action (Falls Church, VA: Speech Communication Association, no date), pp. 9-32; Roderick P. Hart, "Generic Criticism," Modern Rhetorical Criticism (Glenview, IL: Scott, Foresman/Little, Brown, 1990), pp. 152-195.
13. For an explanation of the applicability of the rhetorical approach to public relations, see Robert L. Heath, "A Rhetorical Approach to Zones of Meaning and Organizational Prerogatives," Public Relations Review 19 (1993), pp. 141-155. For more on the generic approach used here, see Karlyn Kohrs Campbell and Kathleen Hall Jamieson, "Form and Genre in Rhetorical Criticism: An Introduction," in Karlyn Kohrs Campbell and Kathleen Hall Jamieson (eds.), Form and Genre: Shaping Rhetorical Action (Falls Church, VA: Speech Communication Association, no date), pp. 9-32; Roderick P. Hart, "Generic Criticism," Modern Rhetorical Criticism (Glenview, IL: Scott, Foresman/Little, Brown, 1990), pp. 152-195.
14. For an explanation of the applicability of the rhetorical approach to public relations, see Robert L. Heath, "A Rhetorical Approach to Zones of Meaning and Organizational Prerogatives," Public Relations Review 19 (1993), pp. 141-155. For more on the generic approach used here, see Karlyn Kohrs Campbell and Kathleen Hall Jamieson, "Form and Genre in Rhetorical Criticism: An Introduction," in Karlyn Kohrs Campbell and Kathleen Hall Jamieson (eds.), Form and Genre: Shaping Rhetorical Action (Falls Church, VA: Speech Communication Association, no date), pp. 9-32; Roderick P. Hart, "Generic Criticism," Modern Rhetorical Criticism (Glenview, IL: Scott, Foresman/Little, Brown, 1990), pp. 152-195.
15. Richard E. Crable, "The Organizational 'System' of Rhetoric: The Influence of Megatrends into the Twenty-First Century," in Lawrence W. Hugenberg (ed.), Rhetorical Studies Honoring James L. Golden (Dubuque, IA: Kendall/Hunt Publishing Company, 1986), pp. 57-68; George N. Dionisopoulos and Steven L. Vibbert, op. cit., pp. 241-251; J. Michael Sproule, "The New Managerial Rhetoric and the Old Criticism," Quarterly Journal of Speech 74 (1988), pp. 468-86.
16. Richard E. Crable, "The Organizational 'System' of Rhetoric: The Influence of Megatrends into the Twenty-First Century," in Lawrence W. Hugenberg (ed.), Rhetorical Studies Honoring James L. Golden (Dubuque, IA: Kendall/Hunt Publishing Company, 1986), pp. 57-68; George N. Dionisopoulos and Steven L. Vibbert, op. cit., pp. 241-251; J. Michael Sproule, "The New Managerial Rhetoric and the Old Criticism," Quarterly Journal of Speech 74 (1988), pp. 468-86.
17. Richard E. Crable, "The Organizational 'System' of Rhetoric: The Influence of Megatrends into the Twenty-First Century," in Lawrence W. Hugenberg (ed.), Rhetorical Studies Honoring James L. Golden (Dubuque, IA: Kendall/Hunt Publishing Company, 1986), pp. 57-68; George N. Dionisopoulos and Steven L. Vibbert, op. cit., pp. 241-251; J. Michael Sproule, "The New Managerial Rhetoric and the Old Criticism," Quarterly Journal of Speech 74 (1988), pp. 468-86.
18. B. L. Ware and Wil A. Linkugel, "They Spoke in Defense of Themselves: On the Generic Criticism of Apologia," Quarterly Journal of Speech 59 (1973), pp. 273-283.
19. Halford Ross Ryan, "Kategoria and Apologia: On their Rhetorical Criticism as a Speech Set," Quarterly Journal of Speech, 68 (1982), pp. 254-261.
20. William L. Benoit, op. cit., pp. 63-95; Keith Michael Hearit, op. cit. (1994), pp. 119-121; B.L. Ware and Will A. Linkugel, op. cit., pp. 273-283.
21. William L. Benoit, op. cit., pp. 63-95; Keith Michael Hearit, op. cit. (1994), pp. 119-121; B.L. Ware and Will A. Linkugel, op. cit., pp. 273-283.
22. William L. Benoit, op. cit., pp. 63-95; Keith Michael Hearit, op. cit. (1994), pp. 119-121; B.L. Ware and Will A. Linkugel, op. cit., pp. 273-283.
23. B.L. Ware and Wil A. Linkugel, op. cit., pp. 277-278.
24. Alfred A. Marcus and Robert S. Goodman, op. cit., pp. 284-289; W.T. Coombs, "Choosing the Right Words: The Development of Guidelines for the Selection of the 'Appropriate' Crisis-Response Strategies," Management Communication Quarterly 8 (1995), pp. 447-476.
25. Alfred A. Marcus and Robert S. Goodman, op. cit., pp. 284-289; W.T. Coombs, "Choosing the Right Words: The Development of Guidelines for the Selection of the 'Appropriate' Crisis-Response Strategies," Management Communication Quarterly 8 (1995), pp. 447-476.
26. Jennifer Thackaberry, "Redefinition of Complex Corporate Crime through Apologia: A Case Study of E.F. Hutton & Co.," paper presented to the Central States Communication Association, April 1996, St. Paul, MN,
27. Susan L. Brinson and William L. Benoit, "Dow Coming's Image Repair Strategies in the Breast Implant Crisis," Communication Quarterly 44 (1996), pp. 29-41.
28. Pamela D. Schultz and Matthew W. Seeger, "Corporate Centered Apologia: Iacocca in Defense of Chrysler," Speaker and Gavel 28: (1991), pp. 50-60.
29. James E. Post, Corporate Behavior and Social Change (Reston, VA: Reston Publishing Company, 1978), pp. 269-272.
30. James E. Grunig, "Communication Behaviors and Attitudes of Environmental Publics: Two Studies," Journalism Monographs 81 (1983), pp. 1-47. For more on Grunig's theory of publics, see James E. Grunig, "A Situational Theory of Publics: Conceptual History, Recent Challenges and New Research," in D. Moss, T. MacManus, and Dejan Vercic (eds.), Public Relations Research: An International Perspective (London: International Thomsom Business Press, 1997), pp. 3-46; James E. Grunig and Larissa A. Grunig, "Models of Public Relations and Communication," in James E. Grunig (ed.), Excellence in Public Relations and Communication Management (Hillsdale, NJ: Lawrence Erlbaum Associates, 1992), pp. 285-326; Scott M. Cutlip, Allen H. Center, and Glen M. Broom, Effective Public Relations, 7th ed. (Upper Saddle River, NJ: Prentice Hall, 1994), pp. 245-246.
31. James E. Grunig, "Communication Behaviors and Attitudes of Environmental Publics: Two Studies," Journalism Monographs 81 (1983), pp. 1-47. For more on Grunig's theory of publics, see James E. Grunig, "A Situational Theory of Publics: Conceptual History, Recent Challenges and New Research," in D. Moss, T. MacManus, and Dejan Vercic (eds.), Public Relations Research: An International Perspective (London: International Thomsom Business Press, 1997), pp. 3-46; James E. Grunig and Larissa A. Grunig, "Models of Public Relations and Communication," in James E. Grunig (ed.), Excellence in Public Relations and Communication Management (Hillsdale, NJ: Lawrence Erlbaum Associates, 1992), pp. 285-326; Scott M. Cutlip, Allen H. Center, and Glen M. Broom, Effective Public Relations, 7th ed. (Upper Saddle River, NJ: Prentice Hall, 1994), pp. 245-246.
32. James E. Grunig, "Communication Behaviors and Attitudes of Environmental Publics: Two Studies," Journalism Monographs 81 (1983), pp. 1-47. For more on Grunig's theory of publics, see James E. Grunig, "A Situational Theory of Publics: Conceptual History, Recent Challenges and New Research," in D. Moss, T. MacManus, and Dejan Vercic (eds.), Public Relations Research: An International Perspective (London: International Thomsom Business Press, 1997), pp. 3-46; James E. Grunig and Larissa A. Grunig, "Models of Public Relations and Communication," in James E. Grunig (ed.), Excellence in Public Relations and Communication Management (Hillsdale, NJ: Lawrence Erlbaum Associates, 1992), pp. 285-326; Scott M. Cutlip, Allen H. Center, and Glen M. Broom, Effective Public Relations, 7th ed. (Upper Saddle River, NJ: Prentice Hall, 1994), pp. 245-246.
33. James E. Grunig, "Communication Behaviors and Attitudes of Environmental Publics: Two Studies," Journalism Monographs 81 (1983), pp. 1-47. For more on Grunig's theory of publics, see James E. Grunig, "A Situational Theory of Publics: Conceptual History, Recent Challenges and New Research," in D. Moss, T. MacManus, and Dejan Vercic (eds.), Public Relations Research: An International Perspective (London: International Thomsom Business Press, 1997), pp. 3-46; James E. Grunig and Larissa A. Grunig, "Models of Public Relations and Communication," in James E. Grunig (ed.), Excellence in Public Relations and Communication Management (Hillsdale, NJ: Lawrence Erlbaum Associates, 1992), pp. 285-326; Scott M. Cutlip, Allen H. Center, and Glen M. Broom, Effective Public Relations, 7th ed. (Upper Saddle River, NJ: Prentice Hall, 1994), pp. 245-246.
34. James E. Grunig, "Publics, Audiences and Market Segments: Models of Receivers in Campaign Messages," in C.T. Salmon (ed.), Information Campaigns: Managing the Process of Social Change (Newbury Park, CA: Sage, 1989), pp. 197-226.
35. James E. Grunig, op. cit. (1983), pp. 11-12; James E. Grunig, op. cit. (1997), p. 10.
36. James E. Grunig, op. cit. (1983), pp. 11-12; James E. Grunig, op. cit. (1997), p. 10.
37. John Markoff, "Flaw Undermines Accuracy of Pentium Chips," The New York Times (November 24, 1994.), pp. D1, D5.
38. Ibid, pp. DI, D5.
39. Don Clark, "Some Scientists are Angry Over Flaw in Pentium Chip, and Intel's Response," Wall Street Journal (November 25, 1994.), p. B4. For a helpful chronology that includes the actual text of Professor Nicely's post as well as the primary text of all subsequent events in the Pentium controversy, see the following URL: 〈http://www.mathworks.com/pentium/index.shtml〉.
40. John Markoff, "Intel's Crash Course on Consumers," The New York Times (December 21, 1994.), pp. D1, D6.
41. Don Clark,. op. cit., p. B4; Michael Meyer, "A 'Lesson' for Intel," Newsweek (December 12, 1994.), p. 58.
42. Don Clark,. op. cit., p. B4; Michael Meyer, "A 'Lesson' for Intel," Newsweek (December 12, 1994.), p. 58.
43. John Markoff, op. cit. (December 21, 1994), p. D1.
44. Brooke Crothers, op. cit., p. 18.
45. James G. Kimball, "Intel Tries to Mitigate Pentium's PR Problem," Business Marketing 79 (December 19, 1994), p. 33. For a complete copy of the post of Andrew Grove to comp.sys.intel, see the following URL: http://www.mathworks.com/ pentium/Andy-Grove.txt〉.
46. Don Clark, "Intel's Grove Airs Apology for Pentium Over the Internet," Wall Street Journal (November 29, 1994), p. B6.
47. Jim Detar and Anthony Cataldo, "Intel Takes Offensive with 6-Point Plan," Electronic News 40 (December 12, 1994), pp. 1, 66.
48. John Markoff, op. cit. (December 21, 1994), p. D6.
49. Peter H. Lewis, op. cit., p. 1.
50. Ibid, p. D6.
51. Don Clark, "Intel Balks at Replacing Pentium Chip Without Asking Owners Any Questions," Wall Street Journal (December 14, 1994.), p. A3.
52. Ibid, p. A3.
53. Bart Ziegler, "IBM, Intel Continue Their Wrangling Over Liability for Pentium Repair Bill," The New York Times (December 14, 1994), p. B6.
54. Richard B. Schmitt, "Flurry of Lawsuits Filed Against Intel," The New York Times (December 16, 1994.), p. B8.
55. Laurie Flynn, "Some Companies Report Pentium Problem," The New York Times (December 19, 1994.), p. D1, D6.
56. Andrew S. Grove, Craig R. Barrett, and Gordon E. Moore, op. cit., p. A7. For a complete explanation of the recall requirements, see the following URL: 〈http:// pentium.intel.com/procs/support/pentium/fdiv/fdiv.htm〉.
57. Jim Carlton and Stephen Kreider Yoder, "Humble Pie: Intel to Replace Its Pentium Chips," Wall Street Journal (December 21, 1994.), pp. B1, B7.
58. Brooke Crothers, "Intel Learns From Pentium Problem, Changes Policy on Chip Flaws," Infoworld (February 6, 1995.), p. 37; Kate Bertrand, "Intel Starts to Rebuild," Business Marketing 80 (February 1995), pp. 1, 32.
59. Brooke Crothers, "Intel Learns From Pentium Problem, Changes Policy on Chip Flaws," Infoworld (February 6, 1995.), p. 37; Kate Bertrand, "Intel Starts to Rebuild," Business Marketing 80 (February 1995), pp. 1, 32.
60. Keith Michael Hearit, op. cit. (1994), pp. 119-121.
61. Don Clark, op. cit. (November 25, 1994), p. B4.
62. William L. Benoit, op. cit., pp. 77-78.
63. John Markoff, "Chip Error Continuing to Dog Officials at Intel," The New York Times (December 6, 1994), p. D9.
64. Michael Meyer, op. cit., p. 58.
65. John Markoff, op. cit. (December 6, 1994), p. D9.
66. James G. Kimball, op. cit., p. 33.
67. Hearit, op. cit. (1994), pp. 120-121.
68. Andrew S. Grove, Craig R. Barrett, and Gordon E. Moore, op. cit., p. A7.
69. Ibid, p. A7.
70. Alfred A. Marcus and Robert S. Goodman, op. cit., pp. 299-301.
71. Kate Bertrand, op. cit., p. 32.
72. Bart Ziegler and Jared Sandberg, op. cit., p. B3.
73. Don Clark, "Intel Finds Pumped-Up Image Offers a Juicy Target in Pentium Brouhaha," Wall Street Journal (December 5, 1994), p. B5.
74. F. Williams, R. E. Rice, and E. M. Rogers. Research Methods in the New Media (New York: The Free Press, 1988).
75. Michael L. James, C. Edward Wotring, and Edward J. Forrest, "An Exploratory Study of the Perceived Benefits of Electronic Bulletin Board Use and Their Impact on Other Communication Activities," Journal of Broadcasting & Electronic Media 39 (1995), p. 31. See also Margaret L. McLaughlin, Kerry K. Osborne, and Christine B. Smith, "Standards of Conduct on Usenet," in Steven G. Jones (ed.), CyberSociety: Computer-Mediated Communication and Community (Thousand Oaks, CA: Sage Publications, 1995), pp. 90-111.
76. Michael L. James, C. Edward Wotring, and Edward J. Forrest, "An Exploratory Study of the Perceived Benefits of Electronic Bulletin Board Use and Their Impact on Other Communication Activities," Journal of Broadcasting & Electronic Media 39 (1995), p. 31. See also Margaret L. McLaughlin, Kerry K. Osborne, and Christine B. Smith, "Standards of Conduct on Usenet," in Steven G. Jones (ed.), CyberSociety: Computer-Mediated Communication and Community (Thousand Oaks, CA: Sage Publications, 1995), pp. 90-111.
77. Bart Ziegler and Jared Sandberg, op. cit., p. B3. Unfortunately, because of the considerable volume of newsgroups (currently over 14,000) and newsgroup posts, most systems tend to keep posts only for a number of weeks or months before they expire. Consequently, the posts analyzed in this monograph are limited to those cited in the technical and mainstream press during the controversy. For more on newsgroups and their potential use in research activities see Judit Bar-Ilan, "The 'Mad Cow Disease', Usenet Newsgroups and Bibliometric Laws," Scientometrics 39 (1997), pp. 29-55.
78. Bart Ziegler and Jared Sandberg, op. cit., p. B3. Unfortunately, because of the considerable volume of newsgroups (currently over 14,000) and newsgroup posts, most systems tend to keep posts only for a number of weeks or months before they expire. Consequently, the posts analyzed in this monograph are limited to those cited in the technical and mainstream press during the controversy. For more on newsgroups and their potential use in research activities see Judit Bar-Ilan, "The 'Mad Cow Disease', Usenet Newsgroups and Bibliometric Laws," Scientometrics 39 (1997), pp. 29-55.
79. Jaikumar Vijayan, "Intel Miscalculates Pentium User Backlash," Computerworld (December 5, 1994), p. 14.
80. Don Clark, op. cit. (November 25, 1994), p. B4.
81. Don Clark, op. cit. (November 29, 1994), p. B6.
82. Jaikumar Vijayan, op. cit., p. 14.
83. Don Clark, op. cit. (November 29, 1994), p. B6.
84. Bart Ziegler and Jared Sandberg, op. cit., p. B1.
85. G. Thomas Goodnight, "The Personal, Technical, and Public Spheres of Argument: A Speculative Inquiry into the Art of Public Deliberation," Journal of the American Forensic Association 18 (1982), pp. 214-227.
86. Bart Ziegler and Jared Sandberg, op. cit., p. B3.
87. James E. Grunig, op. cit. (1983), pp. 40-41; Scott M. Cutlip, Allen H. Center, and Glen M. Broom, op. cit., pp. 245-246.
88. James E. Grunig, op. cit. (1983), pp. 40-41; Scott M. Cutlip, Allen H. Center, and Glen M. Broom, op. cit., pp. 245-246.
89. James E. Grunig, op. cit. (1989), pp. 214-215;
90. James E. Grunig and Fred C. Repper, "Strategic Management, Publics, and Issues," in James E. Grunig (ed.), Excellence in Public Relations and Communication Management (Hillsdale, NJ: Lawrence Associates, 1992), p. 139.
91. Bart Ziegler and Jared Sandberg, op. cit., p. B3.
92. Sherry Turkle, Life on the Screen: Identity in the Age of the Internet (New York: Simon & Schuster, 1995).
93. Steven Ross, "Public Relations in Cyberspace," Public Relations Journal 51 (1995), p. 37.
94. Keith Michael Hearit, op. cit. (1994), pp. 113-125.
95. Deborah Hauss, "Technology Gives Early Warning of News Breaks," Public Relations Journal 51 (1995), pp. 18-22.
96. Ivan F. Kernisky and Debra A. Kernisky, "Trouble Under the Golden Arches: Signifiers Gone Astray," paper presented to the Central States Communication Association, April 1998, Chicago, IL.
97. Joseph Basso, "How Public Relations Professionals are Managing the Potential for Sabotage, Rumors, and Misinformation Disseminated Via the Internet by Computer Hackers," IEEE Transactions on Professional Communication 40 (1997), pp. 28-33.
98. John Markoff, op. cit. (December 21, 1994), p. D6.