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The product made with the use of another’s culture (tangible or intangible) is under scrutiny regarding appropriation in this chapter. Such cultural appropriation by “corporate cultural industries” (Coleman & Coombe, 2009, p. 173) tends to happen to less powerful, disadvantaged minority and indigenous groups. Copyrights, patents and trademarks are then used to claim ownership of the material and block indigenous groups from using their own culture for material gain. Arguments about cultural appropriation focus on the cultural degradation that can occur through misrepresentation, and the weakening of cultural identity that accompanies this. Through the commercialisation of cultural artefacts, knowledge, and narratives, the sacred is made profane. In discussing these issues, this chapter covers the cultural appropriation of archaeological finds; religious and spiritual aspects; human genetic materials and ethnobiology; music; cultural objects; and cultural narratives including myths, folklores, legends, traditions and ceremonies. The ethical implications for marketers of its negative consequences such as diluting, exploiting or in any way harming a person’s cultural identity is discussed.
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