Why do many women feel the constant need to enhance their looks? How do they navigate their way in the beauty regime around them? With the help of interviews and a review of postcolonial feminist...Show moreWhy do many women feel the constant need to enhance their looks? How do they navigate their way in the beauty regime around them? With the help of interviews and a review of postcolonial feminist theories, this Master thesis explores the influences of the patriarchal, modern/colonial, and capitalist regimes on women's body image in Lebanon. Many women in Lebanon use beauty to get ahead since other ways of advancement are limited. The legacy of civil war, economic situation, and the state regime keep gender oppression institutionalized. Beautification is a short-term panacea helping individual women to rise to the top within the existing system, yet fails to address the roots of structural gender-based oppressions.Show less
Generalizations such as Asian women prefer white skin, or western women desires tanned skin exists. With what measurements do people generate such stereotypes and what does it mean? Regardless the...Show moreGeneralizations such as Asian women prefer white skin, or western women desires tanned skin exists. With what measurements do people generate such stereotypes and what does it mean? Regardless the skin color preferences it is a reality that the action of skin whitening or intended tanning is part of a cosmetic procedure. In other words it is an action of ‘doing beauty’. Beautifying one’s self is a common action that is seen in the world regardless of culture and skin color often plays a significant role in shaping what is beauty in a society. Many scholars in the field of researching white skin preference amongst Japanese women tend to associate and conclude by mentioning that it is due to the historical preference or it is due to the admiration for Caucasian skin as the definition of beauty or it is simply a ‘Japanese thing’. However, cultural preference of skin color is not always consistent and it could highly fluctuate due to the influence of cosmetic and fashion industry. Therefore in order to fill in the gap of research in relation to understanding white skin preference in Japan this thesis will analyze how could the white skin preference be understood in Japan in relation to the influence of cosmetic and fashion industry. Keywords: identity, skin perception, fashion, beautyShow less
Abstract: In Asia skin tone and whitening techniques were desirable and well described throughout the history. Indonesia is not an exception. The traces of whitening methods, portraits of ideal...Show moreAbstract: In Asia skin tone and whitening techniques were desirable and well described throughout the history. Indonesia is not an exception. The traces of whitening methods, portraits of ideal woman could be found in Indonesian literary works, legends as early as in ninth century as well as in modern literature and women’s magazines. Given the obsession of being white priority, the number of TV advertisements for skin-lightening products flooded the market and the need for them is intensely growing. The Indonesian beauty market is one of the fastest-growing beauty markets in Asia. Indonesian women follow the trend of being white shown in TV ads, but what can the content of these ads teach us about the reasons why people want to be whiter, or about the advertisers’ assumptions about those reasons, is still not well researched. This current study will try to contribute to the scientific knowledge in this field. The aim of this study is to investigate the possible ways of explaining the desire for whiteness by looking at the various positive associations which whiteness has for Indonesians. These positive associations include genetic excellence, hygiene and health, wealth and status, race, cosmopolitanism, the power of looks - “lookism” (discrimination or prejudice on the grounds of a person’s appearance), culture, social conformism, tradition (old cultural ideas in written and oral literature), modernity and try to trace them in four selected (two local brands and two international ones) contemporary TV whitening advertisements in Indonesia. The majority of these positive associations have their roots in antiquity and are not products of colonialism or modernity. Nevertheless, most of the TV skin whitening commercials in Indonesia (here, based on four examined ones) are constructed around modern ways of reasoning.Show less
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
