In August 2009, a viral campaign against McDonald\'s Web site, 365black.com, beg
ID: 412638 • Letter: I
Question
In August 2009, a viral campaign against McDonald's Web site, 365black.com, began to spread. Anger over the Web site grew as news commentators discovered an additional McDonald's Web site targeted the Asian community, called MyInspirAsian.com. One individual said, "Even if the idea was a good one and truly was promoting Black cultural heritage, it really does come off as manipulation and sterotyping." Check out both Web sites. Think About and respond to the following in the link provided: 1. What do you think? 2. Do you think these targeted sites are manipulative and stereotypical? Why or why not? 3. Is there anything else the company could or should be doing?
Explanation / Answer
The site 365black.com is an unsolicited and discriminatory effort to express solidarity and interest in black culture and people, which trivialises the cause for which it claims to be meant, involvement of community and bringing them to the mainstream of society.
It would be worthwhile to ask, " Why only black" Why not the Asians, Hispanic or Latino, each of them has many distinct cultural heritages that have assimilated into American culture. It is not only the black who are subject to discrimination and bias, but others have also experienced it to some extent or other. Specifically targeting black is a vague effort that can also be called racial profiling of customers, which is certainly not going to help the company in any ways because neither it is going to make the black happy nor the others. Rather it will be seen as a racially inclined exercise.
In my opinion, there is no need for a dedicated site for black, for a product that is equally relished by the black and white alike. If the company wants to respect diversity and to do something for minorities, it may include menu inspired by the different cultural heritages and let everyone enjoy the cuisines from different parts of the world. These regional celebration days may also feature regional costumes, arts and artifacts. A part of the revenue generated,may be dedicated for upliftment of communities, not only black, but all residing in the U.S.