Abstract
This study aimed to analyze the Filipino version of public apology within the complex dynamics of cancel culture, focusing on how these apologies are constructed, perceived, and responded to in Philippine digital spaces. Employing a qualitative research design, the study utilized both multimodal analysis and sentiment analysis. Twenty-five public apology videos from Filipino public figures across various social media platforms were collected and rigorously examined for linguistic and non-verbal cues, alongside audience comments. The analysis revealed that Filipino public apologies predominantly employ connected framing and eye-level vertical angles, fostering a sense of equality and directness. While these strategies were consistent, they were not always sufficient to mitigate hostile reception. A range of apology strategies, including acknowledging responsibility, promising forbearance, offering compensation, making amends, and expressing remorse, was also identified. Sentiment analysis revealed a varied yet often polarized audience reception, with negative sentiment being most prevalent, suggesting public skepticism despite strategic multimodal efforts. The findings highlight the crucial role of multimodal elements in shaping the authenticity and effectiveness of public apologies within the context of cancel culture. This research contributes to understanding crisis communication in digital environments, highlights cultural nuances in Filipino apologies, and emphasizes the need for enhanced media literacy and ethical digital citizenship.
