Dow Corning's image repair strategies in the breast implant crisis

Recent research in the area of image restoration discourse asserts that organizations may respond to verbal assaults in a variety of ways, all of which are intended to limit the impact of the attack and repair the organization's damaged image. The present essay analyzes the strategies used by the Dow Corning Corporation in its efforts to restore its public image following heavy criticism about the safety of its silicone breast implants. Our critique results in two important conclusions. First, Corning's discourse, which denied charges of implant unhealthfulness and evaded responsibility for the product, prolonged attacks against the company's image. Only when Corning took responsibility and promised corrective action did the assaults subside. Second, this essay demonstrates the usefulness of the recently developed theory of image restoration discourse in critiquing rhetorical discourse intended to vanquish attacks against one's image. KEY CONCEPTS: Image restoration, crisis management, breast implants, rhetorical criticism, Dow Corning