Celebrities and their culture is the important element of the current media culture. YouTube is a special video sharing platform that gives its users possibility to be engage in the life of the celebrities and to express their opinions directly to the whole word. This study focuses on the subjects of online celebrities and their scandals on YouTube. With the usage of the quantitative content analyses of 180 apology videos the research question will be answered. The atonement model is used as a theoretical framework to lead the current study. The findings conclude that atonement model has no real impact on the level of forgiveness and positive reaction of the audience.
