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The Euthanasia of the Youth in Asia: Milky White Skin #BlackenAsiawithLove

Shahrukh Khan (SRK) is arguably the Indian film industry’s biggest global star and commercial brand ambassador.  In one early advertisement, he strikes a match from a dark-skinned kid’s face to show just how abhorrent it is as a trait. In another ad, ostensibly more humorous, SRK disses a group of traditional Northern Indian wrestlers for wearing skirts and make-up.  The star chides them for using the feminine product instead of (converting to) the newly available male version (i.e. re-packaged in gray rather than pink). The product? The skin bleach Fair and Handsome. In both ads, the transformed, ‘fairer’ skinned consumer is pummeled with young girls virtually appearing from nowhere.

 

This follows the tyFAH-SRK-Web-Side-722-x-493pxlpical consumerist trope: The product makes users more popular and sexually appealing. Yet, things got worse. Clean and Dry’s ‘intimate’ bleaching shower gel for women (C&D). Yes, you read right: A bleaching shower gel aimed at lightening brown women’s crotches. There’s no male equivalent, save for a well-circulated spoof called Gore Gote: India’s #1 Testicular Fairness Cream (Mukherjee). In the initial shot of the C&D advertisement, a pouty-mouthed (fair-skinned) woman is ignored by her (fair-skinned) husband in their (upper-middle-class) apartment. Naturally, it seems, she bleaches her labia with C&D. After displaying the product’s virtues, the husband literally chases the wife around the fancy flat as she playfully dangles (his) keys. Her secret to happiness: A newly bleached intimate area. Is this a proxy for a white woman’s vagina?

What’s wrong with consumerism? The marketplace will not save you. As a Black person interested in self-love, it is clear that the market is murderous. There, the fetish of blackness is made widely available, as if one could bottle stereotypical ‘coolness’ and sell it to the youth in Asia, one of the largest consumer groups in the world. Fashion shops targeting youth regularly plaster posters of Bob Marley or Hip-Hop thugs to peddle goods to youth. Yet, standing in the rotunda of this mall, one could see shops of every major western cosmetics brand, including Clinique, Mac, Estée Lauder. Here in Asia, the flagship product in each shop is skin bleach! Black is cool, but white is power. Ironically, at the time I was modeling for a campaign in Vogue and Elle Décor in India, yet none of the make-up artists carried my mocha shade (shady, right).

YELLOW FEVER

FELA KUTI-YELLOW-FEVERThe skin bleach industry is by far the most virulent of all consumer products – even fast food. The bulk of this industry is meted out on the bodies of women…and girls who learn early that fate of darkness (just check out any Indian Matrimonials page). According to an August 2019 article in Vogue: “Per a recent World Health Organization report (WHO), half of the population in Korea, Malaysia, and the Philippines uses some kind of skin lightening treatment. And it’s even higher in India (60%) and African countries, such as Nigeria (77%).” After a 7 minutes instrumental intro to his 1976 hit, Yellow Fever, Fela Kuti chants: “Who steal your bleaching?/Your precious bleaching?…/Your face go yellow/Your yansh go show/Your mustache go show/Your skin go scatter/You go die o.”

It’s lethal, often a mercurous poison used to kill the soul. It is a fetishization of whiteness, that reveals the “internalization of the coloniser’s inferiorisation of dark skin as native and Other” (Thapan: 73). It’s euthanasia. Skin bleachers are painlessly killing themselves, willingly participating in their own annihilation. Not only does it quite literally murder the melanin in one’s skin, it symbolically kills one’s ‘dark and native’ self, giving birth to a new and improved modern identity. It requires constant application and reflects a consumerist’s self-regulation. Bleach is expensive, despite the industry’s ‘bottom of the pyramid’ approach to the marketing 4P’s – bleach sold in cheap tiny packages for the poor. Skin bleach is a form of mimesis, to actually embody modernity through crafting the ‘cultivated, developed and perfected’ self (Thapan: 70).

When I began teaching at UoN, I was asked to propose topics for business ethics modules, which were then optional. Hesitantly, I suggested skin bleach and hair weaves. Looking at the composition of the student body, this would be as familiar to them, as the products were locally available (see picture below taken in an ‘ethnic’ hair shop on Northampton’s high street). Several students have subsequently pursed these subjects in their dissertations. I was sad to learn that in colloquial Somali, ‘fair skin’ is a moniker for pretty, just as we western Blacks use ‘light skin and long hair’. Colourism makes dark-skinned people unsafe in our own homes.

I was pleasantly surprised at the support from the module leader, an older, straight white man. He said he knew little about the politics of black and brown skin and hair, yet listened with great interest and did his own research into the matter. What’s more, he stood by me both literally and figuratively. He was there when I was called to account for some negative student feedback such as “I’m a guy, I don’t wear make-up,” when asked to consider the differential impact of beauty standards on the psyches and earnings of women in business. He stood by me when I’d dropped the F-word (feminism) into the curriculum. This was before the Gender Pay Gap became more widely known or theBritish government required audits from large organisations. He is an ally. He stood by me in ways that may have been riskier for individuals outside the circles of normative power of gender, race and class. Talk about a way to use one’s privilege!

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References

Kuti, F. (1976). Yellow Fever. [LP] Decca 8 Track Studios. Available at: https://genius.com/Fela-kuti-and-africa-70-yellow-fever-annotated [Accessed 13 Nov. 2019].

Mukherjee, R., Banet-Weiser, S. and Gray, H. (2019). Racism Postrace. Durham, N.C.

Thapan, M. (2009). Living the Body: Embodiment, Womanhood and Identity in Contemporary India. New Delhi: SAGE.

 

 

100% of the emotional labour, 0% of the emotional reward: #BlackenAsiawithLove

Last night over dinner and drinks, I spoke about race in the classroom with two white, upper-middle-class gay educators. Neither seemed (able) to make any discernable effort to understand any perspective outside their own. I had to do 100% of the emotional labour, and got 0% of the emotional reward. It was very sad how they went on the attack, using both passive and active aggression, yet had the nerve to dismiss my words as ‘victimhood discourse’. This is exactly why folks write books, articles, and blogs like ‘Why I’m No Longer Talking to White People About Race’.

Worse, they both had experienced homophobia in the classroom, at the hands of both students and parents. Nonetheless, they had no ability to contribute to the emotional labour taking place as we spoke about race. Even worse, the one in charge of other educators had only 24 hours earlier performed the classic micro-aggression against me: The brown blur. He walked right past me at our initial meeting as I extended my hand introducing myself while mentioning the mutual friend who’d connected us because, as he said, he was “expecting” to see a white face. He was the one to raise that incident, yet literally threw his hands in the air, nodding his head dismissively as he refused any responsibility for the potential harm caused.

“I’m an adult,” I pled, explaining the difference between me facing those sorts of aggressions, versus the young people we all educate. This all fell on deaf ears. Even worse still, he’d only moments earlier asked me to help him understand why the only Black kid in one of his classes called himself a “real nigger.” Before that, he had asked me to comment on removing the N-word from historical texts used in the classroom, similar to the 2011 debate about erasing the N-word and “injun” from Huckleberry Finn, first published in 1884. According to the Guardian, nigger is “surely the most inflammatory word in the English language,” and “appears 219 times in Twain’s book.”

Again, he rejected my explanations as “victimhood.” He even kept boasting about his own colorblindness – a true red flag! Why ask if you cannot be bothered to listen to the answer, I thought bafflingly? Even worse, rather than simply stay silent – which would have been bad enough – the other educator literally said to him “This is why I don’t get involved in such discussions with him.” They accused me of making race an issue with my students, insisting that their own learning environments were free of racism, sexism and homophobia.

They effectively closed ranks. They asserted the privilege of NOT doing any of the emotional labour of deep listening. Neither seemed capable of demonstrating understanding for the (potential) harm done when they dismiss the experiences of others, particularly given our differing corporealities. I thought of the “Get Out” scene in the eponymously named film.

“Do you have any Black teachers on your staff,” I asked knowing the answer. OK, I might have said that sarcastically. Yet, it was clear that there were no Black adults in his life with whom he could pose such questions; he was essentially calling upon me to answer his litany of ‘race’ questions.

Armed with mindfulness, I was able to get them both to express how their own corporeality impacts their classroom work. For example, one of the educators had come out to his middle-school students when confronted by their snickers when discussing a gay character in a textbook. “You have to come out,” I said, whereas I walk in the classroom Black.” Further still, they both fell silent when I pointed out that unlike either of them, my hips swing like a pendulum when I walk into the classroom. Many LGBTQ+ people are not ‘straight-acting’ i.e. appear heteronormative, as did these two. They lacked self-awareness of their own privilege and didn’t have any tools to comprehend intersectionality; this discussion clearly placed them on the defense.

I say, 100% of the emotional labour and none of the emotional reward, yet this is actually untrue. I bear the fruits of my own mindfulness readings. I see that I suffer less in those instances than previously. I rest in the comfort that though understanding didn’t come in that moment, future dialogue is still possible. As bell hooks says on the first page in the first chapter of her groundbreaking book Killing Rage: Ending Racism: “…the vast majority of black folks who are subjected daily to forms of racial harassment have accepted this as one of the social conditions of our life in white supremacist patriarchy that we cannot change. This acceptance is a form of complicity.” I accept that it was my decision to talk to these white people about race.

I reminded myself that I had foreseen the micro-aggression that he had committed the previous day when we first met. A mutual friend had hooked us up online upon his visit to this city in which we now live. I doubted that she’d mentioned my blackness. Nonetheless, I had taken the chance of being the first to greet our guest, realizing that I am in a much safer space both in terms of my own mindfulness, as well as the privilege I had asserted in coming to live here in Hanoi; I came here precisely because I face such aggression so irregularly in Vietnam that these incidents genuinely stand out.

Works mentioned:

Eddo-Lodge, R. (2018). Why I’m No Longer Talking to White People About Race. London: Bloomsbury Publishing.

Hanh, T. (2013). The Art of Communicating. New York: HarperOne.

hooks, b. (1995). Killing rage: Ending racism. New York: Henry Holt and Company, Inc.

 

#BlackenAsiawithLove: Welcome to our travelling blogger

Picture: SPLC, Montgomery, Alabama, USA

Dr Diepiriye S. Kuku-Siemons earned his PhD in Sociology at Delhi University (2011). He joined the University of Northampton in 2012, where he is currently a Senior Lecturer in International Business, and is on sabbatical in Hanoi. He has also been a visiting lecturer in business ethics and cross-cultural management at FH-Aachen, Germany and ESDES Lyon, France (2015-17). Diepiriye is from Louisville, Kentucky and avidly follows American media and political history. His current research areas are popular culture; Artificial Intelligence in society; Engaged Pedagogy, Intersectionality; Sustainability.

Diepiriye previously worked in international development: In Delhi, he worked with several community-based and international development organisations (Oxfam, UNAIDS, USAID) organisations. While earning his MPH in International Heath and Development at Tulane University’s School Public Health and Tropical Medicine (2003), he interned at the Institute for Human Rights in Colombo and spent a semester studying health systems management at the ASEAN Institute for Health Development at Mahidol University in Bangkok. His first graduate posting was with the Peace Corps, where he worked with a local cooperative and taught ESL in rural Mali (1997-99). He earned a B.A. in Biochemistry and Africana studies from Oberlin College (1997). Diepiriye loves to dance.

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