Colorism: a short history
South Asia is known for many things, such as diverse cultures, scenic landmarks, and fascinating history. However, underlining the region’s beauty is the persistent issue of colorism, plaguing all parts of the culture. Media, perception, commerce, and stereotypes are all influenced by the social disease colorism plays in South Asia and throughout its diaspora. Where does it come from? More importantly, what are its antidotes?
There are two main historical contributors to colorism in South Asia: caste and colonization. In precolonial South Asia, caste was a deeply dividing social force. Where upper caste people owned land and were provided the luxury of staying indoors, lower caste and Dalit people were forced to labor in the sun. The darker skin tone from the sun’s heat becomes a visual distinction of caste and lighter skin becomes a status symbol.
British colonization exacerbated the issue of colorism, both through the institutionalization of the caste system and through the creation of a European beauty standard. Being lighter represented being closer to power, as the white British held control of South Asia. Additionally, during this time, a gender split in colorism developed. The beauty standard was targeted towards women, who were encouraged to whiten their skin and become close to the Western woman to be “marriage material.”
This issue has and continues to persist, with a woman’s skin tone still being a significant part of her value in many marriage scenarios. The commercialization of skin whitening has made skin lightening a possibility in many women’s and family’s eyes. Fair & Lovely, which recently rebranded to Glow & Lovely after backlash, is a skin-lightening cosmetic product marketed towards non-light-skinned women.
Fair & Lovely – Airhostess.mpg
While there has been some progress made in terms of colorism, it continues to be an issue. Representation is a significant place where colorism persists. Bollywood, as an industry, is deeply colorist, often only providing success to light-skinned actors. This is especially prevalent, again, with women, as Bollywood celebrities are often considered the standards of beauty. Even when comparing South Asian representation in Hollywood versus Bollywood, the emphasis on light skin in Bollywood is apparent.
So, if colorism is so deeply rooted in our history, our culture, and our media, how can we fight it?
Colorism often begins at home and in the community. Reinforcing a colorism society will lead to your child internalizing colorism. Instilling pride in one’s darker skin tone is one way to prevent these effects. Additionally, breaking generational curses, such as prohibiting dark-skinned children from playing in the sun out of fear of tanning, is an important way to stop the culture of colorism.
Calling for representation in media of darker-skinned actors and actresses is another effective way to prevent the effects of colorism. Diversity can promote acceptance of all skin tones and instill confidence in children. Allowing darker-skinned people to play protagonists is a way darker-skinned children can see themselves in a story.
Finally, continuing to dismantle racism, anti-Blackness, casteism, and white supremacy is essential in breaking down colorism. These institutions are foundational to colorism and their destruction is essential for a future where skin tone discrimination and bigotry is a relic of the past.
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