- Title
- Colourism, the commodification of complexion and a post-colonial analysis of skin-lightening campaigns: a case study of the South African Indian Community
- Creator
- Juglal, Simran
- Subject
- Colorism -- South Africa
- Subject
- Skin -- Bleaching
- Date Issued
- 2021-04
- Date
- 2021-04
- Type
- Master's theses
- Type
- text
- Identifier
- http://hdl.handle.net/10948/52568
- Identifier
- vital:43690
- Description
- As part of the legacy of colonialism, colourism, or intra-racial discrimination, is a complex phenomenon in India and in the Indian diaspora. To explore the nature of such intra-racial hierarchies, this research contextualises the historical frameworks of British colonial rule in India, the Indian indentured labour system in South Africa, and racial segregation during the Apartheid regime. Significantly, the legacies of these systems of oppression work on two distinct yet intertwined levels: race and colour. Because the colour of one’s skin can greatly influence education opportunities, socio-economic mobility, and general well-being in communities of colour, the problematic relationship between skin complexion and access to resources can encourage a yearning for whiteness or lightness. Aided by Eurocentric standards of beauty and ethnic marketing, the media plays a key role in exacerbating the issue of colourism and fortifying a multi-million dollar skin-lightening industry. From the vilification of darker-skinned actors in Bollywood to beauty products with potentially-harmful ingredients being promoted as the main, or only, means to success, the media and skin-lightening industry exploit the desire for a lighter skin tone to sell a lifestyle underpinned by white aesthetics. Thus, this research analyses the power of the media in championing colourist ideals as well as how the media can be used to dismantle such ideals. While there exists an extensive amount of academic literature on colourism, previous work has failed to address the ways in which colourism is present within the South African Indian diaspora. Arguably, Indian people have a unique history of being both oppressed and privileged in South Africa and it is in this in-between space where colourism thrives. Thus, through the use of an audience study and, consequently, data collection and analysis, this research explores the personal experiences of colourism-based discrimination and privileges in the South African Indian diaspora. While this research does not aim to provide conclusive answers and/or solutions to the issue of colourism, it is paramount to include an audience study as the World Health Organisation (WHO) has reported that 35% of South Africans participate in skin-lightening processes. Thus, this research aims to provide insights into the ways in which South African Indians engage with colourism and the extent to which they participate in skin-lightening practices. The findings of this research aim to illustrate that colourism remains rife in the South African Indian community as it is often ‘passed down’ from generation to generation. Moreover, the analysis of the participants’ responses demonstrates that, despite the fragile nature of determining one’s worth based on skin tone, colourism can have a long-term impact on the mental, emotional and physical health of South African Indians.
- Description
- Thesis (MA) -- Faculty of Humanities, 2021
- Format
- computer
- Format
- online resource
- Format
- Format
- 1 online resource (129 pages)
- Publisher
- Nelson Mandela University
- Publisher
- Faculty of Humanities
- Language
- English
- Rights
- rights holder
- Rights
- All Rights Reserved
- Rights
- Open Access
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Collections
NMU School of Language, Media and Culture
| Thumbnail | File | Description | Size | Format | |||
|---|---|---|---|---|---|---|---|
| View Details Download | SOURCE1 | Juglal, S.pdf | 2 MB | Adobe Acrobat PDF | View Details Download |