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'Dying' to be White: The Obsession with Fair Skin in India and the Global South
This book examines the phenomenon of colourism in India and the Global South and critically analyses the obsession with fair skin and its association with social capital or mobility.

Exploring the prevalence of colourism in India, China, Japan, Vietnam, South Africa, Brazil, Argentina, Kenya, Australia, it traces its roots in history, scriptures, travel narratives, contemporary media and popular culture. How much did Colonialism and European imperialism contribute to the desire to be white? How has globalisation and the spread of consumer culture and western ideals of beauty helped exacerbate these issues? The author discusses these questions while looking at the aspirations for beauty and modernity among these societies and the growing popularity of the use of creams, lotions, and other methods to whiten the skin as a means to assimilate, emulate the West, and gain better prospects and life.

Lucid and topical, this book will be an essential read for scholars and researchers of race and colourism, sociology, social history, social anthropology, cultural studies, consumer economics, Asian studies and South Asian studies.

"1145183483"
'Dying' to be White: The Obsession with Fair Skin in India and the Global South
This book examines the phenomenon of colourism in India and the Global South and critically analyses the obsession with fair skin and its association with social capital or mobility.

Exploring the prevalence of colourism in India, China, Japan, Vietnam, South Africa, Brazil, Argentina, Kenya, Australia, it traces its roots in history, scriptures, travel narratives, contemporary media and popular culture. How much did Colonialism and European imperialism contribute to the desire to be white? How has globalisation and the spread of consumer culture and western ideals of beauty helped exacerbate these issues? The author discusses these questions while looking at the aspirations for beauty and modernity among these societies and the growing popularity of the use of creams, lotions, and other methods to whiten the skin as a means to assimilate, emulate the West, and gain better prospects and life.

Lucid and topical, this book will be an essential read for scholars and researchers of race and colourism, sociology, social history, social anthropology, cultural studies, consumer economics, Asian studies and South Asian studies.

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'Dying' to be White: The Obsession with Fair Skin in India and the Global South

'Dying' to be White: The Obsession with Fair Skin in India and the Global South

by Purnima Mehta Bhatt
'Dying' to be White: The Obsession with Fair Skin in India and the Global South
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'Dying' to be White: The Obsession with Fair Skin in India and the Global South

'Dying' to be White: The Obsession with Fair Skin in India and the Global South

by Purnima Mehta Bhatt

Overview

This book examines the phenomenon of colourism in India and the Global South and critically analyses the obsession with fair skin and its association with social capital or mobility.

Exploring the prevalence of colourism in India, China, Japan, Vietnam, South Africa, Brazil, Argentina, Kenya, Australia, it traces its roots in history, scriptures, travel narratives, contemporary media and popular culture. How much did Colonialism and European imperialism contribute to the desire to be white? How has globalisation and the spread of consumer culture and western ideals of beauty helped exacerbate these issues? The author discusses these questions while looking at the aspirations for beauty and modernity among these societies and the growing popularity of the use of creams, lotions, and other methods to whiten the skin as a means to assimilate, emulate the West, and gain better prospects and life.

Lucid and topical, this book will be an essential read for scholars and researchers of race and colourism, sociology, social history, social anthropology, cultural studies, consumer economics, Asian studies and South Asian studies.

Product Details

ISBN-13: 9781032230610
Publisher: Taylor & Francis
Publication date: 08/12/2024
Pages: 210
Product dimensions: 6.12(w) x 9.19(h) x (d)

About the Author

Purnima Mehta Bhatt is Professor Emerita of History, Anthropology and Interdisciplinary Studies, at Hood College, U.S.A.

Table of Contents

List of Figures. Acknowledgements. 1. Obsession with fair skin 2.  Colorism in the ancient world 3.   Finding color prejudice in foreign travelers’ accounts 4. Origins and evolution of colorism in India 5.   Colorism in Hindu religion 6.   Ideals of beauty in classical Indian literature and art 7.   Colorism in popular Indian culture 8.   Penchant for fair skin in east asia 9.   Cosmopolitan whiteness in south and southeast Asia 10.   Colorism in Afro-American community and in Africa 11.   Fondness for fairness in the Caribbean and Latin America 12.   indigenous peoples of the world and the Roma 13.   Health effects of skin bleaching and voices of opposition 14. In conclusion. Bibliography. Index.

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