There have been times when I have switched on the television and I stumble upon this commercial in which a girl, an aspiring singer cannot get through a certain audition because of a few marks on her skin, but after her friend recommends her a certain cream, she becomes unnaturally fair (no one knows how) and voila! Not only does she get through the audition, she also wins the whole competition.
The apparent boost of confidence one gets after being fair is definitely shown as remarkable. She and now, even he, achieves the greatest heights in life, a great job, the perfect partner they had always been aiming for and even win beauty pageants! What must be the ultimate reason for the sudden wish to be fair? Since when did the scarcity of melanin increase our probability to be successful and famous
This leaves us with just one conclusion. No matter how racist other races have been, we have emerged as the most racist, discriminating on the basis of colour in the same country and of course the same race. We don’t need any western association to declare any racist behavior because the mere colour consciousness declares racist behavior on our part. The demand for fairer skin not just projects our extreme wishes to be like the west, literally, but it also shows the lack of self confidence, which is only being fuelled more by advertising fairness creams. Celebrity endorsements of fairness creams furiously sells the idea that by applying the ointment one would become promisingly fairer and possess a glowing epidermis. Increasing the brightness quotient on television is one thing and actually guarantying a fairer, glowing skin is another.
Matrimonial advertisements demand a fair, or very fair bride or bridegroom for their loved ward who must be getting married. It is only but shameful that a literal shade card decides whether one talented or deserving. A dark woman on the other hand gets married after the usual bickering about dowry, only a tad bit extra in her case because she is dark. Thus the degree of fairness has also started evaluating the amount of dowry a person must. It is nothing but the underlying racism feeding on our thought processes. Celebrities, advertisements and the out of the ordinary and extremely unreal experiments sell the idea that a person can be made fairer just by applying a certain cream, not to mention also become more confident, successful, a better singer, and the ultimate choice in any competition. It is a matter of great disdain that people believe it and go for these creams.
Maybe the colour consciousness is actually drowning us and we are losing ourselves in the rat race of becoming fair. I wish it was easier to realize that if there is anything like beauty, it lies within.
The apparent boost of confidence one gets after being fair is definitely shown as remarkable. She and now, even he, achieves the greatest heights in life, a great job, the perfect partner they had always been aiming for and even win beauty pageants! What must be the ultimate reason for the sudden wish to be fair? Since when did the scarcity of melanin increase our probability to be successful and famous
This leaves us with just one conclusion. No matter how racist other races have been, we have emerged as the most racist, discriminating on the basis of colour in the same country and of course the same race. We don’t need any western association to declare any racist behavior because the mere colour consciousness declares racist behavior on our part. The demand for fairer skin not just projects our extreme wishes to be like the west, literally, but it also shows the lack of self confidence, which is only being fuelled more by advertising fairness creams. Celebrity endorsements of fairness creams furiously sells the idea that by applying the ointment one would become promisingly fairer and possess a glowing epidermis. Increasing the brightness quotient on television is one thing and actually guarantying a fairer, glowing skin is another.
Matrimonial advertisements demand a fair, or very fair bride or bridegroom for their loved ward who must be getting married. It is only but shameful that a literal shade card decides whether one talented or deserving. A dark woman on the other hand gets married after the usual bickering about dowry, only a tad bit extra in her case because she is dark. Thus the degree of fairness has also started evaluating the amount of dowry a person must. It is nothing but the underlying racism feeding on our thought processes. Celebrities, advertisements and the out of the ordinary and extremely unreal experiments sell the idea that a person can be made fairer just by applying a certain cream, not to mention also become more confident, successful, a better singer, and the ultimate choice in any competition. It is a matter of great disdain that people believe it and go for these creams.
Maybe the colour consciousness is actually drowning us and we are losing ourselves in the rat race of becoming fair. I wish it was easier to realize that if there is anything like beauty, it lies within.
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