Madonna has been embracing all things new media while promoting her new album Rebel Heart, but there have been some bumps along the way. First her manager took to Twitter to blast those who leaked her new tracks online, but then her camp solved that problem by opting to digitally release six new songs.

However, the primary social medium Madge has begun using for promotion is her Instagram, where she's been applying the album cover's signature, black cord mask to her fellow icons and musicians.

Here's the original cover:

Then, she posted photos of the cord applied to female icons like Frida Kahlo, Marilyn Monroe and Lady Gaga, among others:

And a few ridiculous ones, ranging from Homer Simpson to Jesus Christ:

But today, she took the artwork in a new direction, and posted pictures of the cord applied to the faces of Martin Luther King Jr., Nelson Mandela and Bob Marley.

Some have called the images offensive, saying that it is presumptuous for her to align herself with the leaders, and elevate her new album to the same level as a movement like Civil Rights.

At the end of the day Rebel Heart is a pop star's product. Cultural appropriation is something that has recently risen to the surface as a huge issue, especially in music and the arts, so the outcry against decisions like this is a strong one.

The backlash on Twitter has been swift, with people calling the photos disrespectful and inappropriate:

What do you think about the photos? Has Madonna taken her Rebel Heart promo a bit too far with these posts? Let us know in the comments.