An apology to be trusted?

My parents always made me apologize when I had wronged someone. Of course, they always included the warning, “Say it like you mean it.” 

It created a conundrum for me. If I was only doing it because my parents made me, the apology was insincere and useless. And if I pretended I meant it, wasn’t that just compounding the injustice?

Sincerity is a rare commodity.  Or perhaps, it’s the belief in that sincerity that’s become a rarity.

During the Oscars’ red carpet show, Sasha Baron Cohen gave television host, Ryan Seacrest, an ash shower during his pre-show interview.  Dressed in costume, the comedian was promoting his new movie, The Dictator.

It’s not like he hadn’t threatened to pull a publicity stunt. But onlookers were still shocked when he “accidentally” spilled the ashes of North Korean dictator Kim Jong-il all over Seacrest’s tuxedo.

However, that was back in February. Since then, Cohen has been forced to move back the release date of his film to May 16 so that it won’t have to go head-to-head in theatres against Johnny Depp’s Dark Shadows.

It appears Cohen is scrounging for more press.

So this past weekend, he dropped by Saturday Night Live’s Weekend Update in his Dictator persona.  He tortured Martin Scorsese and threatened Seth Meyers in front of an audience that included … Ryan Seacrest.
Immediately following the skit, Cohen walked off the set to Seacrest’s seat and apologized, calling the Oscar stunt, “nothing personal.”

Seacrest was touched by Cohen’s effort to smooth things over. The comedian even explained why the AI host was chosen as his victim.

Veteran prankster, George Clooney, was supposed to be his target.  However, he was up for several awards, so it was decided that a pre-show dousing would not be prudent.

But with someone who is all about the publicity, how can you trust his sincerity? The Oscars were months ago. Yet he doesn’t explain his actions until a week before his movie’s premiere?

Of course, he did so privately, instead of in the press.  So does that make him more – or less – sincere?

Well, his juvenile and un-funny high-school-esque stunt became a YouTube sensation at Seacrest’s expense. 

Cohen publically used someone to further his own career on a night intended to honour the work of others. Should his mea culpa not be just as public a spectacle? 

Yet, the moment it does, we have to question its timing, its syntax, its sincerity.

Television creates a catch-22. Do we disbelieve anything that’s not done in public? Or do we disbelieve because … it is?

Obviously, Seacrest understands the subtext. He works in the industry so he accepts the private apology for what it was. 

After all, Cohen already had his airtime that night. There was little more to gain from reminding audiences of the Oscars. 

And perhaps he is sorry.

I sincerely hope so.