This study expands literature on colorism and the monolithic emphasis on the experiences of women by investigating black men’s experience with skin tone discrimination. The investigator seeks to interrogate how black males experience colorism by exploring how familial, peer associations, and media shape black males’ understanding of their skin-tone; by asking; what messages, if any, enforcing colorism ideals they receive; as well as the frequency of and adherence to such messages. The investigator utilized focus groups to gather data. Sample was limited to 10 self-identifying African-American black men age 18 and older. Focus group data is analyzed through an intersectional perspective, and thematic coding is utilized for analysis. Findings suggest light skinned and dark skinned men experience colorism differently. Light skinned men noted blatant colorism and often felt they had to authenticate their blackness. Darker skinned men reported more indirect colorism and negative stereotypes as prominent challenges with colorism.

Research on colorism continues to gain momentum across several disciplines. However, while varied studies have explored the social phenomenon among adult populations, especially those of African ancestry, few have systematically investigated the extent to which African American youth are exposed to or endorse hierarchical perceptions of skin color. The current study addresses this void in colorism literature. Employing a grounded theory approach, the present investigation examines African American female adolescents’ perceptions of skin color, aiming specifically to understand the sociocultural factors that underpin and contribute to colorist socializations as well as sources of skin color messages. Five focus groups and nine interviews were conducted with 30 African American girls ranging in age from 12-16. Participants were recruited from local Boys and Girls clubs, neighborhood centers, and nonprofit organizations. Participants were asked such a priori based questions as: 1) What do people think about light skin Black girls? 2) What do people think about dark skin Black girls? 3) What messages about skin color do you hear from Rap music? and 4) Do Black men and boys prefer girls of certain skin colors. Constant comparison data analysis and coding revealed African Americans girls are, in fact, exposed to and endorse hierarchical perceptions of skin color, the central phenomenon Three core categories related to the central phenomenon emerged: 1) sources of skin color messages, e.g. family and rap music 2) skin color messages, e.g. skin color governs social standing, physical attributes, and personality/behavioral traits and 3) effects of skin color messages, e.g. mate preferences, desires to change one’s appearance, and within-race division. From these three core categories emerged seven subcategories and themes that offer additional information and insight into the central phenomenon. Findings from this study indicate African American young females are significantly influenced by skin color preferences, and thus may stand to gain from the development of curricula or programs designed to counter colorist stereotypes, reduce the effects of skin color biases, and promote a greater sense of self-satisfaction and wellbeing.

Social psychological theorizing assumes that 1) members of dominant and oppressed racial groups subscribe to the same set of cultural beliefs regarding the racial hierarchy in the United States and 2) that patterns of deference in task groups reflect broader patterns of inequality in society. With the use white and black research participants at two research sites, this thesis examines these assumptions with regards to the proposed tri-racial hierarchy of the Latin Americanization Thesis, which asserts that the racial hierarchy in the U.S. is now primarily determined by phenotype, as opposed to traditional racial and ethnic boundaries. Do White and Black Americans associate similar perceptions of status with members of the proposed tri-racial hierarchy? In addition, skin tone is associated with socioeconomic status among blacks in the U.S., but do research participants defer to members of the pigmentocracy in a manner consistent with these broader patterns of inequality? These questions are assessed by matching white and black research participants with either a white, light-skinned black, or dark-skinned black partner for the completion of a joint task. The results of the multi-site experiment suggest that there is racial invariance with the perceived status associated with members of the pigmentocracy. More generally, whites exhibit patterns of active denial and report that most others believe dark-skinned blacks are more competent than light-skinned blacks, who most others believe are more competent than whites. Whites purportedly personally subscribe to these pattern of beliefs. Blacks, however, exhibit a pattern of active resistance to stigmatizing beliefs: while they report that oppressed members of the pigmentocracy are held in lower regard by most others in society, they refuse to personally endorse these stigmatizing beliefs. These attitudinal reactions had implications for the patterns of deference that emerged when jointly completing the group task. While patterns of influence emergent in group tasks generally reflect broader patterns of stratification in society, this failed to be the case when participants interacted with members of the pigmentocracy most phenotypically distinct from themselves. That is, when racial distinctions were most salient, research participants consciously reacted against the pigmentocracy, obstructing the activation of the status generalization process. The implications of these results for model testing and development, and for identifying racial biases in the current racial climate are discussed.

Light skin color sits within a space of privilege. While this has global significance and relevance, it is particularly true in Jamaica, a former British colony. The majority of the population is of African descent, yet there is an elevation of Eurocentric values and a denigration of Afrocentric values in many facets of life, specifically in the promotion of light skin as an indicator of beauty and social status. The purpose of this study was to examine the psychological and socio-cultural factors that influence the practice of skin bleaching in the postcolonial society of Jamaica. Additionally, the study outlined the nation's efforts to combat the skin-bleaching phenomenon. The naturalistic paradigm of inquiry was used to frame the study and to collect and analyze data. The sample consisted of fifteen participants—twelve participants (six males and six females) with a history of skin bleaching; a retailer of skin lightening products; a local dermatologist who has written and published in local newspapers on the practice; and a representative from the Ministry of Health who was integrally involved in the national educational efforts to ban the practice. Data came from three sources: in-depth interviews with respondents; observation of participant's skin-bleaching practices; and a review of local cultural artifacts from popular culture and the media. Data from the audio recorded and transcribed interviews were analyzed using a thematic analysis. Some of the findings reveal that there are multiple and inconsistent definitions of bleaching; skin bleaching enjoys mixed reviews—much attributed to economic and social class distinctions; bleachers demonstrate and boast of their expertise in managing the bleaching process suggesting, that because of this expertise, they are immune to any negative side-effects of the practice; the bleaching practice was found to be intermittent, time consuming and laborious, costly and addictive; there are several motivations for the skin-bleaching practice, and these are primarily connected to issues of fashion, beauty, popularity, self-image and acceptability; there is a certain level of defiance towards the government‘s efforts to ban bleaching yet an expressed sense of responsibility among bleachers. The overall findings show that there is a bias in Jamaica for light skin over dark skin and these values are taught in non-formal and informal ways from very early in life. The practice of skin bleaching is of social and public health concern, and this study has implications for national policy, practice and theory.

abstract: This dissertation investigates a subtle yet complex contemporary issue of colorism in India that traces its ideological roots back in the British colonial period or even prior to that. It focuses on the issue of skin-color discrimination in urban Indian men, which is significantly under-researched. This project aims at investigating the issue of skin-color discrimination through analyzing a small corpus of thirteen YouTube commercials dating from 2005 to 2017 for men’s skin-lightening products of a popular skin-care brand called “Fair and Handsome” from a multimodal critical discourse analytic perspective. This study further aims to understand how the discourse of colorism is operating in these Indian commercials for men’s skin-lightening products, what kinds of semiotic and socio-cultural (discourse) elements are naturalizing the notion of “fairness,” and finally, how the construction of male gender is facilitated. Although the project’s main theoretical arc is critical discourse analysis (CDA), the methodological needs necessarily require drawing upon theoretical tools from advertisement analysis, multimodal analysis, gender studies, social psychology, history, cultural anthropology, race theory, and other related fields of study. After successfully facilitating an exhaustive analytical undertaking, this dissertation contributes to the understanding of colorism as more than intra-group racism in India and situates this perpetuating issue as a contemporary research target in the socio-cultural contexts of globalization and urbanization. / Dissertation/Thesis / Doctoral Dissertation English 2019

Purpose: The purpose with this study is to research how consumers’ view on the inclusivity in the makeup industry and how the skin tones of the models in an advertisement shape consumer attitudes towards the advertisement. Research questions: How do consumers evaluate advertisements based on the skin tone of models used in the advertisement? What are the consumers view on the inclusivity in the makeup industry? Method: A qualitative research method was chosen for this study. The data was collected by interviewing four focus groups. Conclusion: The result of this study showed that makeup advertisement still is not inclusive and diverse enough. The makeup advertisements lack models with different skin tones, specifically darker skin tones. This creates negative attitude among the consumers. The makeup industry as a whole is not seen as inclusive enough and that brands only include darker skin tones in their advertisements because it is trendy now, thus it is not genuine.

This paper is a by-product of a minor field study conducted in Zanzibar, Tanzaniaduring eight consecutive weeks in early 2019. The purpose of the study was to examinehow colorism affects women’s identity and ethnicity construction through the researchquestions; how do women in Zanzibar experience colorism in their daily lives and; howdoes colorism affect their self-perception? The data was collected through seven semi-structured interviews with women in Zanzibar and observations. The concepts of identity and ethnicity saturated the study and the identity process theory (IPT) was used as a theoretical framework to analyze the inquiry. The findings suggest that colorist ideals were dominant in society as light and medium colors were more valued than dark. This was demonstrated by associating light and medium skin color, as well as relaxed and straight hair to “good” and “beautiful”. However, colorism proved to impact women in their daily lives to various degrees. Informants who grew up on the mainland admitted to being more affected and expressed feelings of unworthiness or praise, depending on skin color. Whereas women born and raised on Zanzibar, felt colorism affected their lives minimally, but nevertheless acknowledged the existing problems for many women of e.g. skin bleaching. According to the IPT, a strong sense of distinctiveness from mainlanders, a continuity in past and present identity and a highself-efficacy seemed to guard self-esteem against existing colorist ideals. Furthermore, inclusion to the Zanzibari ethnic identity proved not to be affected by colorism, as colorwas not a prerequisite factor to ethnicity but rather, shared land, religion, and history.

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This study focuses on dark-skinned, Black women's representation in Black sitcoms. Through a mixed-methods use of a comparative textual analysis and focus group, the content and context of episodes from A Different World and Dear White People are explored to illustrate portrayals of dark-skinned, Black women and how these portrayals affect dark-skinned, Black women's self-esteem. Its findings contribute to colorism research by exploring colorism in Black sitcoms. Because this topic is largely unexplored, this study seeks to begin a conversation about dark skinned, Black women's representation in Black sitcoms. The main objective is to ultimately improve their depictions and roles in Black sitcoms and hold Black creatives responsible for the role they play in promoting colorism and its ultimate effect on Black women's self esteem.

This report explores the methodology themes and meanings embeded in the society that I am portraying in my comic 'THE DAY I MET THAT CAT'. This includes concept such as identity, colorism, races and cultures, human interaction with animals and the power of the visual.