Glocalized whiteness: : Sustaining and reproducing whiteness through “skin toning” in post-colonial Ghana

• Autores: Godfried Asante
• Localización: Journal of International and Intercultural Communication, ISSN-e 1751-3057, Vol. 9, Nº. 2, 2016, págs. 87-103
• Idioma: inglés
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• Resumen

  • This research explores the changing discourse surrounding skin lightening currently referred to as “skin toning” in sub-Saharan Africa. This study problematizes the “skin toning” discourse which deceitfully implies that dark-skinned individuals can “slightly lighten” their skin with fewer social and physical consequences. Through critical discourse analysis of an interview with a former Ghanaian beauty queen (Nasara) on YouTube, it became evident that she utilized specific neoliberal ideologies to discursively frame “skin bleaching.” The concurrent interpretations of skin toning speak to the spaces where gender, race, class, and social status intersect to create particular subjectivities and produce particular discourses at specific times.