Colorism exists. (If you haven't already, read about my thoughts on colorism in the Indian community and why it's a problem here.)
This is not a controversial statement. It isn't me being "politically correct". It is a fact. Skin tone is seen as a marker for personal worth and potential. From poor treatment in schools to being seen as a last resort for employment, dark skinned individuals are systematically shut down. The media displays skin lightening as a form of empowerment. Such instances perpetuate the detrimental and ridiculous disparity between light and dark skin.
Researching colorism made me feel upset, angry, and powerless. However, this is exactly what corporations like Fair and Lovely want from dark skinned people. If not, who would buy their product? Recognizing the fact that colorism is real, skin-lightening corporations use social norms to perpetuate discrimination and tap into the vulnerability of the marginalized group. Their capital is discriminatory norms and feelings of inadequacy.
Understanding this relationship is important, but what can be done to change cultural norms? Tap into the same powerful resource.
The "Dark is Beautiful" Campaign uses media for good and actually empowers people. Started in 2009 by Women of Worth -- a feminist organization that advocates for justice, equality, and change -- the campaign's mission is to "draw attention to the unjust effects of skin color bias as well as to celebrate the beauty and diversity of all skin tones."
The organization's method is to deconstruct implicit biases media has engrained within Indian populations starting from a young age. The campaign wants to "let brands and brand ambassadors know that our country is ready to shed age-old biases and let every person feel comfortable in their own skin." By educating consumers of the harsh realities that commercialization is tainted with, "Dark is Beautiful" hopes that the demand for skin lightening treatments can diminish; if they can abolish the very capital skin lightening corporations need, then one day they can no longer exist.
This is a lofty goal. Luckily, "Dark is Beautiful" has taken several steps in the right direction.
Nandita Das, a well respected actress, director, and social activist, documents her experience with Bollywood and colorism. In articles she is constantly referred to as "dark and dusky", whereas the skin tone of her lighter-skinned counterparts is not brought up. Upon reaching a high point in her popularity, it became clear there was a glass ceiling for Das's success: she was told to lighten her skin or that she would continue to play low-profile roles. She refuses to lighten her skin. Channeling her frustration for good, Nandita Das is a vocal champion against colorism.
While the campaign has been able to get important and prominent Indian personas to speak out against colorism, it also embraces the voices and beauty of regular people. Most recently, they created an inspirational video called "1.2 billion shades of beautiful". Furthermore, they encourage students at Indian college campuses to champion their cause.
Moreover, the "Dark is Beautiful" campaign has called out harmful media. Outraged by a Fair and Handsome ad, where a young boy's life changes for the better after receiving a fairness cream from an iconic Bollywood actor (Shah Rukh Khan), the organization created a petition to bring it down. The petition received over 25,000 signatures asking all relevant stakeholders to stop perpetuating discrimination.
There is no doubt that the journey to undue hundreds of years of discrimination will be long, unruly, and frustrating. However, there is work being done. Work that is hard, but work we can all contribute to. Let's be aware of the methods that media use and implicit biases our culture has perpetuated. We don't have to be complicit with these norms. Remember #DarkIsBeautiful.
