‘Dying' to be White by Purnima Mehta Bhatt, Hardcover, 9781032187372 | Buy online at The Nile
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‘Dying' to be White

The Obsession with Fair Skin in India and the Global South

Author: Purnima Mehta Bhatt  

‘Dying' to be White
Hardcover

This book examines the phenomenon of colourism in India and the Global South and critically analyses the obsession with fair skin and its association with social capital or mobility.

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Summary

This book examines the phenomenon of colourism in India and the Global South and critically analyses the obsession with fair skin and its association with social capital or mobility.

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Description

This book examines the phenomenon of colorism in India and the Global South and critically analyses the obsession with fair skin and its association with social capital or mobility.

Exploring the prevalence of colorism in India, China, Japan, Vietnam, South Africa, Brazil, Argentina, Kenya and Australia, it traces its roots in history, scriptures, travel narratives, contemporary media and popular culture. How much did colonialism and European imperialism contribute to the desire to be white? How have globalization and the spread of consumer culture and Western ideals of beauty helped exacerbate these issues? The author discusses these questions while looking at the aspirations for beauty and modernity among these societies and the growing popularity of the use of creams, lotions and other methods to whiten the skin as a means to assimilate, emulate the West and gain better prospects and life.

Lucid and topical, this book will be an essential read for scholars and researchers of race and colorism, sociology, social history, social anthropology, cultural studies, consumer economics, Asian studies and South Asian studies.

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About the Author

Purnima Mehta Bhatt is Professor Emerita of History, Anthropology and Interdisciplinary Studies, Hood College, USA.

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Product Details

Publisher
Taylor & Francis Ltd | Routledge India
Published
12th August 2024
Pages
196
ISBN
9781032187372

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