BACKLASH !
A backlash occurs when a person, company or institution faces a strong negative reaction to something it has said or done. Social media can accelerate these reactions, turning a local controversy into an international crisis within hours. Some backlashes expose genuine wrongdoing, while others develop because audiences interpret an action as insensitive, dishonest or out of touch. In 2017, Pepsi released an advertisement featuring Kendall Jenner joining a protest and apparently resolving tensions by offering a police officer a can of Pepsi. Critics argued that the advertisement trivialised serious social justice protests by presenting a soft drink as a solution to complex political problems. Pepsi withdrew the advertisement and apologised. In 2018, H&M faced international criticism after advertising a sweatshirt with the words “Coolest Monkey in the Jungle” modelled by a Black child. Many people considered the image racially insensitive. The company apologised, removed the i...