Culture
Authors: Sanga Song (Indiana University East) , Nokyeon Kim (University of Delaware)
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
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