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Title: :  Fair is not lovely, it is discriminatory: A study of persistent colourism in Indian media that perpetuates the idea that fair is lovely whilst dark skin is inferior
PaperId: :  13928
Published in:   International Journal Of Advance Research And Innovative Ideas In Education
Publisher:   IJARIIE
e-ISSN:   2395-4396
Volume/Issue:    Volume 7 Issue 2 2021
DUI:    16.0415/IJARIIE-13928
Licence: :   IJARIIE is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.

Author NameAuthor Institute
Visakha KashyapChrist (Deemed to be) University, Bengaluru

Abstract

Cultural studies
Colourism, Bollywood, Media, Fairness, Representation
In the wake of the roaring Black Lives Matter movement that regained its force after the brutal murder of an African-American man, George Floyd, by the hands of white policemen, in the United States of America, we, as mere human beings, have been compelled to evaluate our thoughts and attitudes towards people of colour or people of different races in general, residing in our own country, India. The Black Lives Matter movement in America whose gravity runs alongside the cursing pandemic has cultivated unavoidable and uncomfortable questions in India regarding where we stand as Indians in our “unity in diversity” narrative, and how the path of continuing racial discrimination and ‘colourism' stands persistent even today. Be it in media representations, films, texts, or daily ordinary conversations; there are several instances of discriminations that resurface in the form of microaggressions or blatant statements, that necessitates us, Indians, to introspect our age-long obsession with fair skin. It is a societal necessity to hold the Indian media accountable for its regressive take on fair skin as superior and dark skin as inferior, and the subsequent representations of the same through films or advertisements.

Citations

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IJARIIE Visakha Kashyap. "Fair is not lovely, it is discriminatory: A study of persistent colourism in Indian media that perpetuates the idea that fair is lovely whilst dark skin is inferior" International Journal Of Advance Research And Innovative Ideas In Education Volume 7 Issue 2 2021 Page 792-795
MLA Visakha Kashyap. "Fair is not lovely, it is discriminatory: A study of persistent colourism in Indian media that perpetuates the idea that fair is lovely whilst dark skin is inferior." International Journal Of Advance Research And Innovative Ideas In Education 7.2(2021) : 792-795.
APA Visakha Kashyap. (2021). Fair is not lovely, it is discriminatory: A study of persistent colourism in Indian media that perpetuates the idea that fair is lovely whilst dark skin is inferior. International Journal Of Advance Research And Innovative Ideas In Education, 7(2), 792-795.
Chicago Visakha Kashyap. "Fair is not lovely, it is discriminatory: A study of persistent colourism in Indian media that perpetuates the idea that fair is lovely whilst dark skin is inferior." International Journal Of Advance Research And Innovative Ideas In Education 7, no. 2 (2021) : 792-795.
Oxford Visakha Kashyap. 'Fair is not lovely, it is discriminatory: A study of persistent colourism in Indian media that perpetuates the idea that fair is lovely whilst dark skin is inferior', International Journal Of Advance Research And Innovative Ideas In Education, vol. 7, no. 2, 2021, p. 792-795. Available from IJARIIE, https://ijariie.com/AdminUploadPdf/Fair_is_not_lovely__it_is_discriminatory__A_study_of_persistent_colourism_in_Indian_media_that_perpetuates_the_idea_that_fair_is_lovely_whilst_dark_skin_is_inferior_ijariie13928.pdf (Accessed : 05 May 2021).
Harvard Visakha Kashyap. (2021) 'Fair is not lovely, it is discriminatory: A study of persistent colourism in Indian media that perpetuates the idea that fair is lovely whilst dark skin is inferior', International Journal Of Advance Research And Innovative Ideas In Education, 7(2), pp. 792-795IJARIIE [Online]. Available at: https://ijariie.com/AdminUploadPdf/Fair_is_not_lovely__it_is_discriminatory__A_study_of_persistent_colourism_in_Indian_media_that_perpetuates_the_idea_that_fair_is_lovely_whilst_dark_skin_is_inferior_ijariie13928.pdf (Accessed : 05 May 2021)
IEEE Visakha Kashyap, "Fair is not lovely, it is discriminatory: A study of persistent colourism in Indian media that perpetuates the idea that fair is lovely whilst dark skin is inferior," International Journal Of Advance Research And Innovative Ideas In Education, vol. 7, no. 2, pp. 792-795, Mar-App 2021. [Online]. Available: https://ijariie.com/AdminUploadPdf/Fair_is_not_lovely__it_is_discriminatory__A_study_of_persistent_colourism_in_Indian_media_that_perpetuates_the_idea_that_fair_is_lovely_whilst_dark_skin_is_inferior_ijariie13928.pdf [Accessed : 05 May 2021].
Turabian Visakha Kashyap. "Fair is not lovely, it is discriminatory: A study of persistent colourism in Indian media that perpetuates the idea that fair is lovely whilst dark skin is inferior." International Journal Of Advance Research And Innovative Ideas In Education [Online]. volume 7 number 2 (05 May 2021).
Vancouver Visakha Kashyap. Fair is not lovely, it is discriminatory: A study of persistent colourism in Indian media that perpetuates the idea that fair is lovely whilst dark skin is inferior. International Journal Of Advance Research And Innovative Ideas In Education [Internet]. 2021 [Cited : 05 May 2021]; 7(2) : 792-795. Available from: https://ijariie.com/AdminUploadPdf/Fair_is_not_lovely__it_is_discriminatory__A_study_of_persistent_colourism_in_Indian_media_that_perpetuates_the_idea_that_fair_is_lovely_whilst_dark_skin_is_inferior_ijariie13928.pdf
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