Although racism and racial issues are not about the color of people’s skin in itself, the symbolic meanings given to color do determine who is affected by acts of discrimination and who is not. But...Show moreAlthough racism and racial issues are not about the color of people’s skin in itself, the symbolic meanings given to color do determine who is affected by acts of discrimination and who is not. But there is more to racism than it simply being about dark skin versus fair. Even among skin tone, variations that exist in terms color across the range of dark to fair, the type of discrimination faced by people differs. On a related yet deceptively different topic skin color is also strongly tied to beauty ideals. The focus for this thesis lies on the Japanese market. The question that is answered is: what does white skin stand for within Japanese society and is this beauty ideal of fair skin directly linked to a desire to emulate white people?Show less
