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.

通过分析克里斯汀·迪奥（Christian Dior）2019年广告的在线社会建设，本研究从文化拨款的角度为有关公共关系和多样性的文献做出了贡献，这是一个尚未探索的研究领域。该研究以Coombs和Tachkova（2018）的建议为基础，该建议在与产品，服务和运营有关的危机与丑闻（引发道德愤慨的危机）之间进行了理论和实践上的区分。结果表明，在线用户对文化挪用的理解需要与以前采用的危机沟通做法不同的沟通方法。在丑闻发生后，人们发现一种主要的和次要的道德暴行风行一时。最初的道德暴行的基础是人们认为的不公正，剥削，以及可控性，因为用户将他们认为可以避免的企业丑闻归咎于高级别责任。第二类道德暴行表明了使用者对不公正的关注，这被称为相对于从未在历史上被边缘化过的种族的文化占有的双重标准。讨论了对理论和实践的影响。