Light skin and Racism

Part 1

GENERAL INTRODUCTION:

This article is basically depicting different views about how the person’s skin color help in promoting the racism, that however reduced in past, but continue because of skin color. This type of racism is prominently seeing in Indian culture, where people associate the light skin color with upper and monetary strong class. Now the problem is, people make the light skin color as standard for success rather person’s own skills and potential. Many companies in India who make the fairness creams, soaps etc. get the space to promote their product by exploiting light skin ideology of Indian people. That’s the reason in advertisement, companies depict wrong image of skin color which further fueling racism in India. However this would not only the case  of India, many studies were conducted all around the world that shows a light skin person get edge on darker skin regardless the lighter has less potential than darker. Although in past racial activities were eliminated to much extent but is still continue in the name of light skin color which is another ism, called colorism, name suggested by Ronald E. Hall in his article Opinion: Colorism is the new “ism”. Many cases were filled in which main issue was the edge of light skin person on darker skin.

SUMMARY:

The topic is discussed under 4 sections or point, all related to how the skin color play an important role in promoting racism. According to the article “Fairness Products and the Unusual Racism in India” by Sanika Natu, Television become an idiot box, which is use by advertisers in order to grab attention of their target customers, So in commercial race how the skin fairness products lag behind because advertisers know that Indian people want to be look fairer. The Commercials which promote how the fairness cream will change people’s destiny by changing their skin color remained unnoticed among the end customers, but it has huge impact on the mentality of people who already facing discrimination because of skin color. Although caste system lost its significance but a new system develop in India and that is class system. Upper class is depicted by lighter skin color and good monetary standing. Now skin color become such a standard that compel groom prefer fair bride then her qualification. Advertisement of fairness products is exploiting the India culture by promoting lighter skin is only way to succeed in life. Advertisers use the Indian sports stars and other personalities in commercials and link there achievement with the lighter skin which further fuel the racism among common people. The masses of India falling in the trap of these commercials regardless of their qualifications, knowing that their mostly historic heroes were darker in color, which succeeded because of potential and hard work not because of lighter skin color.  An Indian lady named Poona Jayaram said that the Indian people lost their cultural norms and forgets the history of their heroes and being trapped in the advertiser tricks who promote skin color is the way to succeed in life. In commercial it’s show that a darker girl is not able to become a good singer first she has to get the fair skin color.

Although in 1964 civil rights legislation help in remove the racial discrimination, but now skin color open up new grounds of racism. America has long history of racism mostly because of skin color; Ronald E. Hall called this phenomenon a new “ism” called colorism. In 1989, the Federal District Court of Atlanta heard the case of Walker vs. the Internal Revenue Service. Walker argued that her supervisor had evaluated her performance based on her skin color rather than her working. There are many other cases filled in the past which depict that people with good skills were not promoted because of skin color. According to one study conducted on 620 Asian females, who were questioned about the preference of their spouse proposals, 96% asked they want Caucasian men, 4 % favor Hispanic men.

Another phenomenon was seen in the news editorial photos which are also promoting the colorism of back women. According to one study Eurocentric looking black women takes an edge over Afrocentric looking black women for news editorial photos. Colorism is such a problem that again raising the racial discrimination among the masses of world, and companies also supporting this racism by giving message to the world that lighter skin color is only road to success.

My opinion about the article

Likes: This article,

1.    Will helps in creating awareness among the people who obsessed with skin color

2.    Will help in warning the Companies do not create racism through skin color

3.    Will help the people to know that success is based on hard work, potential, skill, knowledge not because of external appearance

Dislikes:

1.    There is some repetition of ideas present in it

2.    Article should provide the reference of some experts who are in favor of natural beauty or natural complexion of people 

TARGET AUDIENCE:

Following are the target Audience;

1.    Young Males and females around the world, especially Indians, who think lighter skin color is only way to success,

2.    Companies promoting products like fairness creams etc.

3.    Human rights organizations

4.    Stars, celebrities, model endorse the products

PURPOSE OF STUDY:

“Making aware the target audience about the fact that preference of skin color fuel racism, external appearance is not the way to success” 

Part 2

Likes:

1.    Case of Walker vs. the Internal Revenue Service also describe the impact the of skin color on evaluation of person on field,  this area is not covered by Article2

2.    Article1 give the reference of historic heroes who are black in color, however Article2 not give such reference in order to motivate the reader of darker skin

3.    Article1 helps in realize the audience of their potentials and calibers which was not done by Article2

4.    Article1 describes that India is now under attack from foreign ideologies that article2 did not mention it

5.    Article1 bring suggestions on topic from different writers whereas article 2 is written by one writer

6.    Article1 explain eurogamy as marital discrimination not specify by article 2

7.    Article1 provides more argument that how skin color promote racism whereas article 2 more focusing on advertisements in promoting racism

Dislikes:

The American racism is compared with Indian racism that is not done in Article 2

The concept of colorism is more help in describing racism among people of same group, however article 2 describe that difference of color is more prone to racism

CONCLUSION:

The craze of Indian people toward lighter skin color leads to racism. However the caste system has lost his influence in Indian culture, but now class system begins in which upper class represented by fair skin color and money. Companies promoting their fairness products in India also play an important role in fueling the racism among Indian masses by exploiting the skin color craze. Even they know the fact that their historic heroes made achievement with courage, hard work and potential which were mostly black in color. This problem not only prevails in India, but all-around the word in different angles, such as America has long history of racism which in now promoted through colorism. Many cases were reported which showed that promotion at workplace occur because of fairer skin rather person actual skills and knowledge.

This problem can eliminate in following way;

1.    Laws should made in India, that stop companies in exploiting the Indian culture through commercial, such as “key to success is fairer color

2.    Global Campaign should be run all-around the world convey this message that discrimination should not occur because of race, color etc. in any are of life

3.    Certain human rights organization should file case against the companies that promoting racism through color

4.    Certain training sessions should be arrange at university, college and high school level and give them message of racial equality