The central theme of this book is that human beings engage in recurrent

patterns of communicative behavior designed to repair, reduce,

redress, or prevent damage to their image (reputation or face) from

accusations or suspicions of wrongdoing. Accusations, attacks, and

criticism are pervasive in society. Complaints are leveled at people in

all walks of life— and all sorts of organizations— for all kinds of alleged

misbehavior. We can be accused of doing something that is wrong,

not doing something we should have, or even performing an action

poorly. Accordingly, throughout life we are repeatedly faced with situations

that impel us to explain or justify our behavior and offer excuses

or apologies for those aspects of our behavior that offend and provoke

reproach from those around us.

When faced with a threat to our image, we rarely ignore it,

because our face, image, or reputation is a valuable commodity.

We not only desire a healthy image of ourselves but want others to

think favorably of us as well. Others are more likely to believe us, and

deal favorably with us, if we have a favorable reputation. Similarly, both

nonprofi t and for- profi t corporations, as well as governmental organizations,

usually prefer to have others think well of them. Hence, the

communicative activity of excuse making or image restoration deserves

serious study not only because it pervades social life but also because

it serves an important function in our lives, by helping to repair our

precious reputations.