CLEMSON, S.C. — Lance Armstrong used Twitter to employ image-repair strategies in a way that cultivated followers and countered media reports. However, he neglected to enact any image-repair tweets following his admission to using performance-enhancing drugs in a nationally staged interview with Oprah Winfrey, researchers say.
Clemson University communication studies assistant professor Jimmy Sanderson said traditional media like television and newspapers have been a staple of image repair, but with the rise of social media, athletes now have an additional avenue for it.