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

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dc.cclicenceN/Aen
dc.contributor.authorBhogal-Nair, Anoop
dc.contributor.authorLindridge, Andrew
dc.date.acceptance2022
dc.date.accessioned2023-01-04T14:40:03Z
dc.date.available2023-01-04T14:40:03Z
dc.date.issued2021-12-28
dc.description.abstractDrawing 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.en
dc.funderNo external funderen
dc.identifier.citationBhogal-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.,en
dc.identifier.doihttps://doi.org/10.4324/9781003111559-17
dc.identifier.isbn9780367629496
dc.identifier.urihttps://hdl.handle.net/2086/22410
dc.language.isoenen
dc.peerreviewedYesen
dc.publisherRoutledgeen
dc.subjectconsumer cultureen
dc.subjectindiaen
dc.subjectlegitimising mythen
dc.titleMarket Versus Cultural Myth: A Skin-Deep Analysis of the Fairness Phenomena in Indiaen
dc.typeBook chapteren

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