The U.S. apology for Abu Ghraib contained several of these deficiencies. For a national offense of this magnitude, only the president has the standing to offer an apology. It appeared that other spokespersons were apologizing on behalf of President Bush, or even to shield him. That was the first deficiency. Second, the apology must be directed to the offended people, such as the Iraqis, the American public, and the American military. Instead, in President Bush’s most widely publicized comments, he apologized to the king of Jordan and then reported his conversation secondhand to the offended parties. He never directly addressed the Iraqis, the American public, or the American military. Third, the person offering the apology must accept responsibility for the offense. Neither President Bush nor Condoleezza Rice accepted such responsibility. Instead, they extended their sorrow to the Iraqi people. Feeling sorry does not communicate acceptance of responsibility. The president also avoided taking responsibility as the commander-in-chief by using the passive voice when he said, “Mistakes will be investigated.” In addition, he failed to acknowledge the magnitude of the offense, which is not only the immediate exposure of several humiliating incidents, but a likely pervasive and systematic pattern of prisoner abuse occurring over an extended period of time, as reported by the International Red Cross.
The next important phase of an apology is the explanation. An effective explanation may mitigate an offense by showing it was neither intentional nor personal and is unlikely to recur. An explanation will backfire when it seems fraudulent or shallow, as by saying, “The devil made me do it” or “I just snapped” or “I was not thinking.” There is more dignity in admitting “There is no excuse” than in offering a fraudulent or shallow explanation.
President Bush, and others in his administration, tried to explain prisoner abuse at Abu Ghraib as the work of a few bad apples. Rather than discussing any broader explanation for the abuses—or outlining how he would make sure they did not happen again—he just stressed that they did not represent “the true nature and heart of America.”
Remorse, shame, and humility are other important components of an apology. These attitudes and emotions show that the offender recognizes the suffering of the offended. They also help assure the offended party that the offense will not recur, and they allow the offender to make clear that he should have known better.
President Bush failed the humility test when he suggested that his critics did not know “the true nature and heart of America” and that he was as sickened by people getting the “wrong impression” of America as he was by the abuses at Abu Ghraib. In my opinion, he was implying that the United States was a victim in the incident.
Finally, reparation is a way for an apology to compensate, in a real or symbolic way, for the offender’s transgression. When the offense causes damage or loss of a tangible object, the reparation is usually replacement or restoration of the object. When the offense is intangible, symbolic, or irreversible—ranging from an insult or humiliation to serious injury or death—the reparation may include a gift, an honor, a financial exchange, a commitment to change one’s ways, or a tangible punishment of the guilty party.
Of the three attempted apologies, only Secretary Rumsfeld’s apology accepted responsibility for the “events.” But neither he nor President Bush recommended any reparations, including his possible resignation.
HOW APOLOGIES HEAL