Cultural Appropriation in the World of (Fashion) Marketing

Túriné Ajtai Alexandra (2021) Cultural Appropriation in the World of (Fashion) Marketing. Kereskedelmi, Vendéglátóipari és Idegenforgalmi Kar.

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Absztrakt (kivonat)

Cultural Appropriation   The purpose of the following essay is to introduce and describe cultural appropriation, and to point out and provide a detailed explanation of it. The beginning of the essay will clarify the meaning of the expressions of Fashion, Culture and Marketing. The second chapter will deal with the definition itself "Cultural Appropriation". The next parts will explain why this is so important in our current everyday life while giving some worldwide known examples of it. These examples will support the facts that I make in the next pages concerning this topic, the essay also will deal with those whom the cultural appropriation refers to, and also with the different viewpoints of the topic. I will mention major groups where cultural appropriation is present, in the next chapter I am describing and analyzing the brand's so-called Romani design, where I got to learn about "self-Cultural Appropriation".  Furthermore, I will use the results of the recent analysis I made through an only questionnaire, and I will compare the results of older people (30+) with the younger generation's. The primary source of the essay will be the conducted research, the survey, and an interview, which will be held with a native gypsy person who is making the famous brand mentioned before the so-called Romani design that has got a name even in other countries. She has been asked questions regarding the topic, and her answers will be taken into account when analyzing the results of her opinions. The secondary sources of the thesis will be academic journals, magazines and books written by experts on the topic. There are several expected results of the thesis, however, the essential goal is to present the differences between each viewpoint and the marketing strategies, to decide whether this is a morally accepted marketing or not, thus giving the reader a clear picture of the advantages and disadvantages of the strategies. Since marketing is an extremely important aspect of the 21st century, it is also highly important to discuss its' forms, one of which is cultural appropriation. At the end of the essay, the reader will know important details of the topic, the viewpoints and its' importance

Intézmény

Budapesti Gazdasági Egyetem

Kar

Kereskedelmi, Vendéglátóipari és Idegenforgalmi Kar

Tanszék

Kereskedelem Tanszék

Tudományterület/tudományág

NEM RÉSZLETEZETT

Szak

Kereskedelem és marketing (angol nyelven)

Konzulens(ek)

Mű típusa:	diplomadolgozat (NEM RÉSZLETEZETT)
Kulcsszavak:	cultural diversity, culture, fashion, globalization, marketing
SWORD Depositor:	Archive User
Felhasználói azonosító szám (ID):	Archive User
Rekord készítés dátuma:	2021. Feb. 08. 13:51
Utolsó módosítás:	2021. Feb. 08. 13:51

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