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Abstract
21st-century celebrities (defined as well-known figures in the entertainment, sports, and social media realms) establish positions of power through the negotiation of their public face. Challenges to their power increasingly come in the form of social media driven outcries against past words and/or actions. A shift has occurred in the balance of power between celebrity and their public, with the everyday fan’s ability to impact a celebrity’s public face with one well-placed tweet or comment online. The public apology, long a tool for celebrity image control, has become more important in meeting and overcoming 21st century challenges to power. Celebrities employ a variety of discourse strategies to increase or maintain power with the general public and their specific fan bases. Word choice, sequencing, use of visuals/design, and control of fan interaction are the key factors that determine the success of the 21st-century celebrity apology.