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Book Synopsis

This book examines the phenomenon of colorism 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 colorism in India, China, Japan, Vietnam, South Africa, Brazil, Argentina, Kenya and 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 have globalization 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 researc

Dying to be White

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    A Paperback by Purnima Mehta Bhatt

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      Book details

      Publisher Taylor & Francis
      Imprint Taylor & Francis Ltd
      Published 8 December 2024
      ISBN-13 9781032230610
      978-1032230610
      ISBN-10 1032230614
      Also in:
      Dictionaries, Reference & Language History of scholarship

      Description

      Book Synopsis

      This book examines the phenomenon of colorism 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 colorism in India, China, Japan, Vietnam, South Africa, Brazil, Argentina, Kenya and 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 have globalization 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 researc

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