“We are the land:” An analysis of cultural appropriation and moral outrage in response to Christian Dior’s Sauvage scandal

By analyzing the online social construction of Christian Dior’s 2019 Sauvage ad, the present study contributes to the literature on public relations and diversity from the perspective of cultural appropriation, a research line that has remained unexplored. The study builds on Coombs and Tachkova’s (2018) recommendation for a theoretical and practical delineation between crises related to products, services and operations, and scandals (crises that spur moral outrage). The results reveal that the online users’ perceptions of cultural appropriation require communicative approaches that differ from previously employed crisis communication practices. A primary and secondary type of moral outrage were found to thrive in the aftermath of the scandal. The foundation of the primary moral outrage constituted perceived injustice, exploitation, and controllability, as users attributed a high level of responsibility for a corporate scandal they deemed preventable. The secondary type of moral outrage revealed the users’ concern about injustice, referred to as double standards vis-à-vis the cultural appropriation of ethnic groups that had not been historically marginalized. Implications for theory and practice are discussed.