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Odd thing superstition, it makes reasonable and seemingly rational people think and behave in the most irrational and inexplicable manner. Always we notice these behaviours and thoughts in other people, but so many of us carry in the back of our minds equally irrational ideas and beliefs. We hear of football club managers who always wear the same clothes at a game, athletes that engage in the same pre-game routine and of course, politicians who act in certain ways during their election campaign. For the rest of us there are ladders in the street, black cats, that we may avoid or there are dates in the calendar that we take notice. Friday the 13th is one of those Anglo-Saxon dates that people take notice of.
I am sure that some of my historian friends will be able to give a good account of the origin of the unfortunate date, but I can only go with the “official tradition” of Jesus, the 13th student, (Judas) and his subsequent arrest on the Friday before the Crucifixion. The day, somehow, became one of those that we notice, even when we are not superstitious. There is even a psychologically recognised fear of the date Triskaidekaphobia; which in Greek means the fear of 13! Of course social fears are blended with wider social anxieties, whether that is the fear of the unknown or the realisation that in life, there are things that we have little control of.
In the days leading up to this Friday the 13th we engaged with political discussions about what direction the country shall take. The health service, the justice system, the state’s responsibility, all the way to welfare and the state of the union, were all eclipsed by one topic that has dominated discourses, that of the execution of leave from the European Union commonly known as Brexit. Ironically the “exit” preface was used before for Greece (Grexit), and Italy (Italexit) but seems that Brexit has won the battle of the modern lexicon. The previous “exits” where used as a cautionary tale for the countries being forced out of the union, whilst Brexit is about leaving the Union.
Having considered all the issues, this one issue became the impetus for people to give politicians a mandate. Complete this issue before and above all the rest. It is an issue likened to a divorce, given a texture, (soft/hard) and has even been seen as the reason for generational conflicts. Therefore the expectation is clear now . Leave the European Union, and then let’s see what we can do next. The message is fairly clear and the expectation is palpable. Beliefs and hopes of the people narrowed down to one political move that shall terminate membership to the European Union. Of course there are subsequent questions and issues that this act of national defiance may come with. As for the state of the Union, that may have to be the next thing we discuss. This follow up conversation may not be as welcome, but it is definitely interesting. If joining the EU back in 1975, warranted a discussion, then the 1536 Act of Union may become the next topic for conversation. As for healthcare, justice, education and welfare, we may have to wait a little bit more longer. Whether this will mark Friday 13th December 2019 as a date of fortune or misfortune, that is yet to be decided, but that is the same for every day of the week.
Just for your records and for the Triskaidekaphobians out there, the next Friday the 13 is in March 2020 followed by the one in November 2020. Just saying…
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.