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 said, but a big part of the message is how it’s being given 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 was released to the public on his Facebook’s presidential campaign page, where it was then shared through several media outlets such as CNN, The Times, The Guardian, and many more.

There are certain advantages to being able to 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 his own space and time likely after several rehearsals. The apology wasn’t made face-to-face either, but the video with Trump looking directly in the lens makes it appear as he is talking to every American. The ability to edit and give actors directions and a script allow us to almost create a different reality.