Cultural Appropriation and Brand Boosting (Essay Sample)

Cultural Appropriation and Brand Boosting
INTRODUCTION
A significant population percentage – including media influencers – has insufficient information regarding cultural appropriation and appreciation. The few who are well informed on the difference and why it matters identifies those instances and react in a not-so-very friendly way. Well, appropriation happens when a cultural element is used differently from its original purpose. However, some members of the general public embrace some instances of cultural appropriation as appreciative. Cultural appreciation is when a person gets interested in knowing more about a particular item belonging to a culture. They gather information on the usage, how it makes the minority group feel, how and when particular objects are supposed to be used. The indigenous group is then accredited upon using their items. But what happens when some of these items are commercialized and advertised by renowned personalities? The Kardashians have been culprits of cultural appropriation over the years which their activities have enabled them to gain millions of followers on social media and make their businesses flourish. Their well-tailored social media content helped them to gather millions of followers, among them their customers. These customers must be unaffected by any of their deeds; they aren't part of the minority group or unbothered. That knowledge difference is a beneficial aspect that raises concern whether the blurred line between cultural appropriation and appreciation offers a silver lining for marketing purposes.
MARKETING VALUE OF CULTURAL APPROPRIATION – THE KARDASHIANS
Cultural appropriation isn't acceptable and triggers negative emotions from affected people. The Kardashians' have been thriving through scandals from the cultural appropriation in social media. Social media have been their epitome of advertisement since they have comprehensive visibility. Causing such scandals would increase not only their visibility but also their fame. Three significant aspects hugely drive a brand; celebrity, feeling, and fluency. Undoubtedly, Kendal, Kim, Khloe, and Kylie Kardashian are famous. Fame goes in handy with the brand choices of most customers. A brand associated with fame creates mind visibility to customers hence, gaining market value.
For instance, Jenner Kendal launched a newly founded tequila brand that has its origin in Mexico. Her dressing up for the photoshoot and her Tequila commercial raised concerns and accusations of cultural appropriating. She was accused of stereotyping a cultural dressing. She was then seen in the field raising a toast with agave native farmers. Various social media platforms populated the issue where some people were against her actions while others were supportive. According to the USA Today newspaper, Kendal's backlash prompted some customers to support other tequila brand producers. However, the same scandal was beneficial to the sales of the brand. It created a platform where her visibility popped up out of people talking about her actions. Barely four hours passed before the brand could have sold out online “the drinks business 2021.” This kind of reception meant that many people waited for the brand to be released despite the social challenges experienced. Despite accusations of appropriating Mexican culture and showing no respect to the natives, the sales were high. Across the country, her 818 tequila brand was in demand than it could be supplied. Consequently, other countries, including Korea, Japan, Kenya, Pakistan, India, Latin America, among others, flooded the market inquiring for supply “the drinks business 2021.”The aftermath was, within a day after launching, they were already experiencing shortages.