Abstract
In early November 2018, the Italian fashion house Dolce & Gabbana (D&G), founded by Domenico Dolce and Stefano Gabbana, posted a campaign video Eating with Chopsticks (qi kuai chifan 起筷吃饭) on Instagram, Twitter, and Chinese Weibo (微博) for its forthcoming Great Shanghai Show. This video spurred anger in China. Netizens boycotted the brand nationwide. The Show in Shanghai was forced to cancel, the brands’ stores in China were surrounded by protesters, and the brands’ products were pulled down from the virtual shelves of major Chinese e-commerce platforms. This paper analyzes the meaning and influence of the video Eating with Chopsticks and a series of campaigns and fashion shows that the brand promoted from 2015 to 2019 on Twitter, Instagram, and Weibo. It experiments an interdisciplinary approach to the issues of gender, cultural, and racial discriminations, using literature from gender studies, cultural studies, media studies, consumer studies, and marketing studies.
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Articles in the same Issue
- Frontmatter
- Digital society in China
- A shaky memory: the function of unreadable signs as Chinese online activism in the case of relaying The Whistle-Giver
- Sociotechnical imaginaries shaping China’s emerging social credit system
- Marketing controversies—Dolce & Gabbana’s China campaign Eating with Chopsticks
- Building the skill of happiness: WeChat’s role in the promotion of mental health in China
- Contemporary Chinese art on WeChat and its utilisation to promote artists and their artworks
- Artikel – Articles
- Zum Verhältnis zwischen dem chinesischen Modalverb yīnggāi und dem Tempus sowie dem Aspekt
- Rezensionen – Comptes Rendus – Book Reviews
- Der 1000 Zeichen Klassiker = [qian zi wen] 千字文 / aus dem Chinesischen übersetzt und kommentiert von Eva Lüdi Kong
- Willms, Jan: Die Grundprinzipien des Reichswesens – Eine annotierte Übersetzung und diskursgeschichtliche Einzelanalyse des Kokutai no hongi als Fragment des japanischen Nationaldiskurses nach 1937
- Woerner-Powell, Tom: Another Road to Damascus: An Integrative Approach to ‘Abd al-Qādir al-Jazā’irī (1808–1883)
- Miscellaneous
- Rechenschaftsbericht 2021
Articles in the same Issue
- Frontmatter
- Digital society in China
- A shaky memory: the function of unreadable signs as Chinese online activism in the case of relaying The Whistle-Giver
- Sociotechnical imaginaries shaping China’s emerging social credit system
- Marketing controversies—Dolce & Gabbana’s China campaign Eating with Chopsticks
- Building the skill of happiness: WeChat’s role in the promotion of mental health in China
- Contemporary Chinese art on WeChat and its utilisation to promote artists and their artworks
- Artikel – Articles
- Zum Verhältnis zwischen dem chinesischen Modalverb yīnggāi und dem Tempus sowie dem Aspekt
- Rezensionen – Comptes Rendus – Book Reviews
- Der 1000 Zeichen Klassiker = [qian zi wen] 千字文 / aus dem Chinesischen übersetzt und kommentiert von Eva Lüdi Kong
- Willms, Jan: Die Grundprinzipien des Reichswesens – Eine annotierte Übersetzung und diskursgeschichtliche Einzelanalyse des Kokutai no hongi als Fragment des japanischen Nationaldiskurses nach 1937
- Woerner-Powell, Tom: Another Road to Damascus: An Integrative Approach to ‘Abd al-Qādir al-Jazā’irī (1808–1883)
- Miscellaneous
- Rechenschaftsbericht 2021