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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 typical 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).
The 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!
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.
A few weeks ago, Danny Rose the Tottenham and England footballer was in the headlines for all the wrong reasons. He indicated he couldn’t wait to quit football because of racism in the game. He’s not the only black player that has spoken out, Raheem Stirling of Manchester City and England had previously raised the issue of racism and additionally pointed to the way the media portrayed black players.
I have no idea what its like to be subjected to racist abuse, how could I, I’m a white, middle class male? I have however, lived in and was for the best part of my life brought up in, a country dominated by racism. I lived in South Africa during the apartheid regime and to some extent I suppose I suffered some racism there, being English, a rooinek (redneck) but it was in the main limited to name calling from the other kids in school and after all, I was still white. There was some form of logic in apartheid; separate development was intended to maintain the dominance of the white population. Black people were viewed as inferior and a threat, kaffirs (non-believers) even though the majority were probably more devout than their white counterparts. I understand the logic of the discourse around ‘foreigners coming into this country and taking our jobs or abusing our services’, if you are told enough times by the media that this is the case then eventually you believe. I always say to colleagues they should read the Daily Mail newspaper and the like, to be informed about what news fables many of the population are fed.
I understand that logic even though I cannot ever condone it, but I just don’t get the logic around football and racism. Take the above two players, they are the epitome of what every footballing boy or girl would dream of. They are two of the best players in England, they have to be to survive in the English Premiership. In fact, the Premiership is one of the best football leagues in the world and has a significant proportion of black players in it, many from other parts of the world. It is what makes the league so good, it is what adds to the beautiful game.
So apart from being brilliant footballers, these two players are English, as English as I am, maybe more so if they spent all of their lives in this country and represent the country at the highest level. They don’t ‘sponge’ off the state, in fact through taxes they pay more than I and probably most of us will in my lifetime. They no doubt donate lots of money to and do work for charities, there aren’t many Premiership footballers that don’t. The only thing I can say to their detriment, being an avid Hammers fan, is that they play for the wrong teams in the Premiership. I’m not able to say much more about them because I do not know them. And therein lies my problem with the logic behind the racist abuse they and many other black players receive, where is that evidence to suggest that they are not entitled to support, praise and everything else that successful people should get. The only thing that sets them aside from their white fellow players is that they have black skins.
To make sense of this I have to conclude that the only logical answer behind the racism must be jealousy and fear. Jealousy regarding what they have and fear that somehow there success might be detrimental to the racists. They are better than the racists in so many ways, and the racists know this. Just as the white regime in South Africa felt threatened by the black population so too must the racists* in this country feel threatened by the success of these black players. Now admit that and I might be able to see the logic.
*I can’t call them football supporters because their behaviour is evidence that they are not.