This study uses the firing of Coach Bobby Knight from Indiana University as a case study in order to analyze the rhetorical efficacy of adapting to the audience‘s shared values through attendance to the intertextual context. By adhering to the intertextual context, Knight successfully played on certain audience values and beliefs and, as a result, managed to repair his image and help save his career. Knight‘s farewell address invoked the themes of hard work, family, and thankfulness. This study extends Achter‘s (2000) and Ware and Linkugel‘s (1973) research in apologia in order to emphasize the importance of the intertextual context.

Creative Commons License

Creative Commons Attribution-Noncommercial 4.0 License
This work is licensed under a Creative Commons Attribution-Noncommercial 4.0 License



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