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BORN (TOO BLACK) THIS WAY



By Faith Blakey 

My nighttime routine consists of scrolling through my Facebook timeline. More recently, it has been filled with social issues that are both domestic and international; from fashion, politics, to personality tests. One of the most striking posts that I have come across recently was a clip from a documentary; “So when you bleach it makes you look more nicer, look more sexier, and look more cuter than you once was”. These words from a middle aged Jamaican women describes the sentiments that are sold with the global trend of skin bleaching. Her opinions towards skin bleaching, or “bleaching”  as they call it in Jamaica, are common. This 2012 Vice documentary explores the idea that skin bleaching and colorism are practices that have  become well known and respected in popular Jamaican culture. Although this documentary reveals the deep seated colorism that is prominent in Jamaica, it seems as if colorism has developed into a worldwide epidemic. This midnight scroll through Facebook has allowed to me to question the ideas that are sold worldwide such as skin bleaching, as a unique technique to perpetuate what colorism is all about.

 As a background, colorism refers to the discrimination or prejudice towards individuals with darker skin tones. This discrimination and prejudice is often times sold to women and men around the world, in the popular form of skin bleaching/ skin lightening. This refers to the process by which strong chemicals (mostly harmful) in the form of creams, serums, and peels are used to lessen the melanin in the skin.  Margaret Hunt explores this exchange in; Buying Racial Capital: Skin Bleaching and Cosmetic Surgery in a Globalized World.  Hunt deconstructs colorism by asserting that the modern practice of skin bleaching enables consumers to “buy” or “‘purchase” racial capital. This can be described as the role that white/ Anglo bodies (phenotypically) play in the status hierarchy, as it is connected to the larger systems of racism and colorism (Hunt, 2012). 

Thus, preserving the idea that lighter, whiter skin is better, more beautiful, provides social capital, symbolic capital, and economic capital. Not only do we see this in Jamaica, but other countries such as Ghana, Japan, India, and the United States have produced skin lightening/ whitening creams for consumers to purchase. Cosmetic companies and websites such as: L’Oréal, Unilever, Shiseido, Lighterskin.org, skinwhiteningexperts.com, and whiterskin.com have  cleverly projected the image of beauty as becoming “more white” in these countries and have put their products up for sale.  (Hunt, 2012). Hunt has helped me recognized that those who wanted to bleach their skin were seemingly buying so much more than a cream or a serum. They were essentially purchasing the idea that transforming into to any form of whiteness is better. The longing for whiteness has become so prevalent in our modern world that it has stirred discourses that have questioned beauty and the cosmetic surgery industry. 

This  work invokes innovative thought about colorism and its ability to insurrect concepts such as “racial capital". I was able to observe this in the short clip with the Jamaican woman, she put in colloquial terms the suggested meaning of skin bleaching. To look “more” nice,  “more” sexy, “more” cute, than what you did in the past resonates with the concept of purchasing the perfect product that could possibly give you an opportunity achieve the beauty, privileges, and immunities of being white. Being white gives “more” to this woman, and it is clear that this influence spreads far beyond this. A more recent example of this is found almost 6,00 miles away in Nigeria. An American celebrity Blac Chyna, is selling skin lightening and whitening creams (via social media outlets); seemingly advocating for those with darker skin to get “more” out of life by buying the benefits of whiteness. She is appealing to the “yearn for whiteness” and perpetuating colorism across the globe. 
Colorism has no bounds and continues to terrorize every aspect of life, for many people it is the very skin they are in. 


References 

Duboc, Charlet (Director). (2012, October 12). Caribbean fashion week-dance hall and skin bleaching [Video File] Retrieved from https://www.youtube.com/watch?v=uLNIX_iki0A&t=641s.
Hunt, M. (2011). Buying racial capital: Skin bleaching and cosmetic surgery in a globalized world. The Journal of Pan African Studies, 4(4),1-23.


Word Count: 665
 





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Comments

  1. KHDecember 3, 2018 at 6:40 PM

    Faith,

    Bit of a mixed bag here. For the most part, however, this shows real promise.

    You've located helpful sources, most notably Hunt's work on racial capitalism in the global economy. The transnational dimensions of this none too subtle form of colorism merits attention, especially given our concerns with media, popular culture and identity this semester.

    Equally important, you've applied some of Hunt's thinking and analysis to a relevant cultural object: the Vice doc. Here's where you could refine your effort.

    That is, clearly (but succinctly) describe your object of study, including the name and date of this report. Then bring Hunt's analysis to bear on this film and the cultural critique it takes up.

    While you are at it, please work on your punctation. You've got far too many good things to say without undermining your argument with errors that could be fixed rather easily.

    Finally, there are a few issues with your word choice that likewise require some attention. For instance, toward the end of your post you write: "... colorism and its ability to insurrect concepts such as “racial capital".

    Two things: Not sure what you mean by "insurrect" here. Second, note the punctuation problems around the phrase "racial capital."

    In short, Faith, this is a fine post. With just a bit more care and attention to detail, you've got the makings of a thoughtful cultural critic.

    27 pts.

    ReplyDelete

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