(in)Fidelity: The Narrative Rationality of Tiger Woods

Abstract

In this article, the narrative paradigm is applied to the documented life of Tiger Woods, viewing his story as sports folklore and public moral argument, asking, what patterns exist in his narrative? What values? And how can the narrative of Tiger Woods be described in terms of narrative rationality? Looked at as a mythic hero, Tiger feathers the line between fantasy and reality and has gone through the requisite rituals of violation and reconstruction. Accordingly, the duplicity in his character revealed through scandal, and the fallibility of his superhuman image exposed through injury give him something to overcome. As long as he redeems himself each time he falls the conditions of the mythic hero are kept intact. However, implicit in his story is the notion that ends can justify means as he has overcome scandal, criticism of his training methods, and criticism of his character throughout his career.

Sympathy or shock: how transgression diagnosticity impacts consumer perceptions and intentions regarding person-brands

“…Literature on celebrity endorsers, for instance, has established that celebrity scandal typically leads to negative perceptions of the celebrity and consequences for brands with which they are associated (Fong and Wyer, 2012; Kim et al , 2022; Um and Kim, 2016), while noting that some scandals have less severe or even positive consequences for the brand (Carrillat et al , 2019). For person-brands, who are intrinsically tied to their brand image and the products they produce, the consequences of transgressions can be severe and long-lasting (Fournier and Eckhardt, 2019; Franken, 2021; Pastoriza and Warin, 2022).…”