Light
skin, especially for women, is idealized much more in Asian advertisements than
in American ones. Tamannaah Bhatia Lakme (Wikicommons)
In
Malaysia, like elsewhere in Asia, there is a general preference for lighter
skin, as shown by a recent analysis of Malaysian blog entries (Izazi 2021).
Typical entries include the following:
Many
girls desire light skin these days, when its actually natural for Asians to
have a light brown skin... I wonder why are people so crazy about having light
skin?
Most
women around me are obsessed with light skin.
Malaysians
(not just Malays) are obsessed with light skin. I guess it's not just
Malaysians, but Asian as a whole
Izazi
(2021, pp. 191-194) attributes this colorism to European influence, beginning
with colonialism and continuing with Western domination of the media,
particularly in fashion and entertainment. As Izazi herself notes, however,
this explanation doesn't fit well with certain facts:
·
In
advertisements, lighter skin has greater appeal to Asians, especially Asian
women, than to white Americans (Krishen et al. 2014).
·
The
ideal skin color is actually darker in American beauty advertisements than in
Chinese beauty advertisements (Xie and Zhang 2013).
Of
course, if you go back in time, to the turn of the 20th century, you'll find
that that the ideal skin color was just as white in the United States as in
China. All of that changed with the tanning fad, which took off in the 1920s
and darkened the desired skin tone for both men and women throughout the West
(Segrave 2005).
The
"European influence" explanation is harder to reconcile with the fact
that Asian societies preferred lighter skin in women long before European
colonialism (Frost 1988; van den Berghe and Frost 1986). In the case of the
Malay peoples of Malaysia and Indonesia, this preference has been noted by
ethnographers going back to the 19th century:
The
color of the western Malays is light yellow-brown with more or less of an olive
tint. The pale yellow shade is therefore
the color preferred by the Malays; they call it bingai. The Westerner
compares the fairness of the bosom of his beloved with the whiteness of snow,
the Malay with the yellow of gold; nothing is more beautiful to him. It is therefore not surprising that he tries
to heighten the pale yellow color by artificial means. (Wilken 1893, p. 303)
...
the Balinese admire a smooth, clear skin the colour of gold, and pretty girls
have a mortal dread of being sunburned, so they do not like to go unnecessarily
into the sun. (Covarrubias 1950, p. 118)
Originally,
the moon is supposed to have been a human being, a girl, with an especially
white skin. ... When the Toradja [of
Sulawesi Island] speaks of the moon, he thinks of a beautiful woman. The beauty of a woman on earth is often
compared to that of the moon. (Adriani and Kruijt 1950, p. 572)
This
preference was, and still is, much stronger for women than for men, and not
simply because physical appearance is less important for men than for women. In
fact, there was a tendency among the female Malaysian bloggers to prefer
darker-skinned men:
Dark-skinned
men are sexy
Light-skinned
men looks like a mummy's boy. Dark-skinned men look independent. I like that.
(Izazi 2021, pp. 212-213)
This
finding parallels that of Harvey (1995) who found that fair-skinned African
American men are seen as less masculine than their darker-skinned counterparts.
Conversely, fair-skinned African American women are seen as more feminine than
their darker-skinned counterparts (Abrams et al., 2020). Wagatsuma (1967) reported
a similar finding among Japanese women:
With
only a few exceptions, the women interviewed voiced the opinion that Japanese
women like light-brown-skinned men, seeing them as more masculine than
pale-skinned men. Many women distinguished between "a beautiful man"
and "an attractive man." A beautiful man (bi-danshi) is white-skinned and delicately featured like a Kabuki
actor. Although he is admired and appreciated almost aesthetically, he is, at
the same time, considered somewhat "too feminine" for a woman to
depend upon. There is sometimes a reference to the saying, "A beautiful
man lacks money and might." On the other hand, an attractive man (ko-danshi) is dusky-skinned, energetic,
masculine, and dependable. Women often associate light-brown skin in a man with
a dauntless spirit, a capacity for aggressive self-assertion, and a quality of
manly sincerity.
In
those cases where Malaysian women preferred lighter-skinned Malaysian men, the
stated reason was that they looked cleaner or were more likely to produce
lighter-skinned children:
Light-skinned
men looks clean.
I
want a light-skinned man because that will ensure that my child will be light
too. If I choose a dark-skinned man, how if my child turned out dark? (Izazi
2021, p. 211)
This
interaction between gender and skin color seems to have a profound
psychological and even biological basis. Women are universally paler than men,
who conversely are ruddier and browner, this sex difference being greatest in
medium-colored populations and smallest in very dark and very light
populations. (Frost 2007). Wherever the visual arts developed, in regions as
far apart as Egypt, Japan, and Meso-America, female figures were given a
lighter coloring and male figures a darker one (Capart 1905, 26-27; Eaverly
2013; Soustelle 1970, 130; Tegner 1992; Wagatsuma 1967). Likewise, women's
makeup developed in different cultures to produce the same effect of lighter
facial color and greater contrast with lip and eye color (Russell 2010).
In
pre-Columbian times, this sex difference caused most of the variation in skin
color that people usually encountered. It could thus serve as a gender cue. In
fact, subjects can reliably tell male and female facial photos apart even when
the photos are blurred and differ only in color (Dupuis-Roy et al. 2009; Frost
2011; Russell 2003; Russell and Sinha 2007; Tarr et al. 2001).
This
gendered perception of skin color probably influences human behavior in many
ways, not only in facilitating gender recognition but also in modifying
relations between men and women and between men.
In
saying this, I'm not denying the role of the media, particularly the visual
media of advertising and entertainment, in shaping perceptions of skin color. I
would argue, however, that the visual media have been acting on pre-existing
propensities, in most cases amplifying them and in some cases suppressing them.
For instance, there was until recent times a tendency to repress eroticization
of dark male skin, largely because of its ethnic/racial connotations but also
because it projects an image of aggressive hypermasculinity that has been
discouraged in pacified societies that limit the use of violence to the State.
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