I’m taking a Concept Development class for media and the arts and have to market a chocolate. Starting with an abstract concept I have to name the chocolate, design a package and ultimately produce a commercial.
My abstraction is feminism and my idea is that the proceeds of this chocolate would go toward aiding female cacao farmers gain economic independence. I want to name my chocolate in line with a mythology and specifically after a goddess because of the role of women in the cacao industry. Most of the cacao beans are grown in Central and South America or Africa and to be accurate I would then choose a goddess from a Central or South American lore or African lore. This, thankfully, got me thinking about cultural appropriation and that if I were to go the route I am considering I would have to do so with care, research and caution.
So, what is cultural appropriation?
Cultural appropriation is when someone takes certain aspects of another culture for their own, without understanding the culture they are using and without asking permission. This occurs when someone, knowingly or unknowingly, believes the culture of another can be used as a trend, a fashion statement, or a symbol without acknowledging the origins and oppression that are ingrained in that culture’s history.
So, here is a quick list of questions to ask yourself if you think you might be in danger of appropriating another’s culture. This is not an exhaustive list and I would love to get feedback and suggestions to expand.
- How much do you know about the tradition/fashion/religion/symbol (etc) you seek to use? Does your use align with the original intent?
- Why this particular tradition/fashion/religion/symbol (etc)?
- Would you feel comfortable with someone using your culture’s tradition/fashion (etc) in this way?
- Can members of this culture practice their tradition/fashion (etc) in public without social ridicule/stigma?
- Does using this tradition/fashion (etc) in any way rely on stereotypes (positive and negative) of this culture?
- Does this using this tradition/fashion (etc) in any way elevate your culture above the one you are representing?
- Do you know anyone from this culture who might be able to offer some insight on your idea?
If your answer exoticizes another culture in any way, or places the culture as a trend to be used instead of an ethnic heritage to be understood, you should rethink your idea. Cultural appropriation is racist and even the best intentions are not always free from this prejudice.
Question yourself before you take a racist step. There are ways to learn about the cultures of others and appreciate their beauty, but it is through research and understanding.