Market Versus Cultural Myth: A Skin-Deep Analysis of the Fairness Phenomena in India
Date
2021-12-28
Authors
Advisors
Journal Title
Journal ISSN
ISSN
Volume Title
Publisher
Routledge
Type
Book chapter
Peer reviewed
Yes
Abstract
Drawing upon ancient Hindu texts and historical narratives surrounding colonialism and the market itself, this chapter identifies a range of complimenting and perpetuated narratives surrounding Indian women and skin color. By analyzing data collected from 27 informants, it shows how Indian women are inherently locked into a societal system where skin color narratives, formed over millennia, as manifest through forgotten historical and religious narratives, restrict and enforce the illusion that Indian beauty equates to pale skin.
Description
Keywords
consumer culture, india, legitimising myth
Citation
Bhogal-Nair, A and Lindridge, A. (2022) Market vs Cultural Myth: A Skin-Deep Analysis of the Fairness Phenomena in India. In: Consumer Culture Theory in Asia: History and Contemporary Issues, Ed. Yuko Minowa and Russell Belk.,