Market Versus Cultural Myth: A Skin-Deep Analysis of the Fairness Phenomena in India

Date

2021-12-28

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.,

Rights

Research Institute