Culture

A Qualitative Exploration into Consumers’ Perceptions and Experiences with Cultural Appropriation

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Abstract

The purpose of this descriptive qualitative research was to understand students’ perceptions and experience with cultural appropriation and discuss how they can be better informed through education. A total of 116 business students in the Midwest participated in an online discussion forum and answered a list of questions. To further clarify findings and to reflect on their learning activity, we conducted a follow-up interview with 14 participants in the online discussion forum. Respondents defined cultural appropriation as follows: (1) done by outsiders, (2) for their personal interest, (3) in an inappropriate or disrespectful way, (4) without knowing the background of the culture, and (5) without permission or acknowledgment. A lack of credit or appreciation of the original culture is the main issue of cultural appropriation. To avoid appropriating or misrepresenting a culture or community, respondents indicated that education is the most important. Respondents suggested that marketers or designers should research the history of a culture before deciding to use its elements. Respondents also recommended that working with diverse groups at school or at work would be helpful in understanding and experiencing different cultures. Testing a design or advertisement with people of diverse backgrounds before releasing it to the public was also recommended. 

Keywords: Taxonomy for Learning, Cultural Appropriation, Cultural Appreciation

How to Cite:

Song, S. & Kim, N., (2020) “A Qualitative Exploration into Consumers’ Perceptions and Experiences with Cultural Appropriation”, International Textile and Apparel Association Annual Conference Proceedings 77(1). doi: https://doi.org/10.31274/itaa.11923