Tiger Apologizes
I watched the first half of Tiger’s apology. The atmosphere was that of a corporate press conference issuing a product recall — a tone of reverential hypocrisy. (Did you catch the audience, looking down, hands clasped between legs, as though they were guilty of something, and now in a house of worship?) From the outset the spectacle had strong elements of self-parody.
Tiger touched all the bases one would expect. Even, in the last part I watched, portraying himself as his wife’s protector, so affronted was he that his wife was accused of hitting him. I didn’t read anyone saying that she had. I thought: Tiger’s handlers were sitting there at this juncture in the written speech, whispering in his ear during practice sessions, “get angry, say it with more anger.”
The media spawns skepticism in the public the way a skunk emanates foul odors. The media says it is just giving the public what it wants.
Tiger is a billion dollar franchise. He is apologizing for personal behavior to business associates. His wife did not appear to be there. I have no doubt he regretted what had happened, or again, skeptically, that it had come to light. But finally — Tiger was protecting the franchise. You can’t blame him really. And Tiger is right: this is a personal matter. It is between himself and his wife.
The celebrity press, which is the same thing as the press now, built up Tiger the way they build up people into the household gods we call celebrities. Then, when the flaws become apparent, the press covers the downfall with equal alacrity. Tiger’s speech might make it appear that Tiger was apologizing for making it all about Tiger. But it is really the press making it all about themselves.
