SORRY 2002 / 2003 (2003)

These books are early, self-published iterations of SORRY. The photocopy format provided a manageable and affordable method of making art in the midst of working a full time job. These two books from 2002 and 2003 become a precursor to my later photo works and publications. 

"How far inside the lives and feelings of these people can we get? 

An apology eases the bite of a wrong-doing and recurs in the media because of consumer interest in emotional expression and an increasing market for the inside track on the private lives and culnerabilities of individuals, particularly public figures and celebrities. 

Since the early 20th century stories by Horatio Alger promoted personal hard work and diligence in exchange for an individual rise from rags to riches. Then in the 1950s, with the beginnings of Alcoholics Anonymous 12-Step programs, putting an emotional rags to riches scenario into practice seemed possible. This enabled mass popularity of self-­improvement discourse and forms of self-disclosure.  

The apology is often part of the process, a secular form of confession and forgiveness, a chance to bounce back, privately or publicly. Its appropriation into mass media and its representation in corporate contexts is relatively recent.  

For corporations apologies are a 'crisis communications strategy'. In the industry magazine Sales and Marketing Management, November 2000, Mark Schannon, partner and director of a Washington DC public relations firm, Ketchum, said: "Five years ago it was almost unheard of for any company to apologize, because most often attorneys thought that it was a liability. Over the last few years, executives have realized that they can apologize without being sued—now it's a critical first step in rehabilitating a company."  

In this context, what are the new extremes and new territories of representation? A large­scale close-up image of a powerful leader wiping away tears? The Pope apologizes for the sins of the Catholic Church over the past 2000 years and Prime Minister Jean Chretien apologizes for not attending the funeral of King Hussein of Jordan. This book brings some of these apologizers together."

Cathy Busby

2003