Racial profiling and social media; a toxic mix for a global brand
Racial profiling is suspecting a person of certain behaviour based on stereotypes about their race, for example, bodily searching devout Muslims about to board a plane or in this case asking a group of black teenagers to leave an Apple store because they might steal something. The power of social media has highlighted this conduct and brought shame on the biggest company in the world. There are two lessons to learn from this episode; first, don't racially profile anyone. It's the same as straightforward racism. And secondly, everyone is armed with a video camera these days and you will be found out.
A group of black teenagers was told to leave an Apple store in Melbourne because staff were worried they “might steal something”.
A video of the interaction between a Highpoint Apple store staff member and a group of students was uploaded to Facebook on Tuesday night.
The six boys from Maribyrnong College were denied entry to the store by a staff member and two security guards.
“These guys [security guards] are just a bit worried about your presence in our store. They’re just worried you might steal something,” the Apple staff member says in the video.
A member of the group replied: “Why would we steal something?”
Many comments on social media say it was a blatant case of racial profiling.”
