There’s a lot of strategic decision-making when it comes to constructing such a critical message. Not only does the messenger need to decide on what is being verbally communicated, but a big part of the message is how it’s being delivered to its audience. Trump’s apology was filmed privately where he speaks only to the camera with a cityscape background. Then the video and statement were released to the publicly on his Facebook presidential campaign page, where it was then shared through several media outlets such as CNN, The New York Times, The Guardian, and many more.

There are certain advantages to being able to formulate a message and use technology to later share your message. Stuart Hall explains that

[M]essages have a 'complex structure of dominance' because at each stage they are, ‘imprinted’ by institutional power relations. Furthermore, a message can only be received at a particular stage if it is recognizable or appropriate – though there is space for a message to be used or understood at least somewhat against the grain (90). 

Trump was able to release his apology pretty much immediately. And he was able to do it in the comfort of a private studio space where he was likely able to do several takes. Even though the apology wasn’t made face-to-face, the video with Trump looking directly into the lens makes it appear as though he is talking to every American, which is another advantage that technology grants. The ability to edit and give actors directions and a script allow us to almost create a different reality.