Name: Dying' to be White: The Obsession with Fair Skin in India and the Global South
Brand: T&F
SKU: 9781032982366
Price: 907.0 INR
Availability: InStock

Dying' to be White: The Obsession with Fair Skin in India and the Global South

by Purnima Mehta Bhatt

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ISBN13: 9781032982366
Binding: Hardcover
Subject: Sociology and Anthropology
Publisher: T&F
Publisher Imprint: Routledge
Publication Date: November 12, 2025
Pages: 0
Original Price: INR 1295.0
Language: English
Edition: N/A
Item Weight: 550 grams
BISAC Subject(s): N/A

About The Book

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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