An Exposé

A lot of people don't like Song of Solomon. Some don't like it because of the countless layers of symbolism we have to analyze before we get to "what Toni Morrison is trying to say". And since this book takes place in the mid to late 20th century, themes of racism are expected. One theme that's disturbing is the internalized racism many of the characters display. All the creepy Doctor was interested in was "the color of [his granddaughter's] skin" (71), he was delighted by the birth of his light-skinned granddaughters, not the birth of his granddaughters period. And although this book takes place in the 20th century, allow me to take you on a journey of how humanity is still messed up today!

EXHIBIT A: South Asian Beauty Ideals

Here we have a tragic love story. A girl leaves her lover only to find him with another when she returns. On seeing a Ponds "white beauty" commercial, she applies the cream, and (I'll save you the 5 episodes) he falls back in love with her! When was this released? 2008, nine years ago. Aside from the fact that I feel old as hell, that wasn't even that long ago. The Bollywood movie industry has been doing this for ages. However, one bright  spot in this is that Indian commercials have just gotten darker (and that's called juxtaposition!); in 2014, the Advertising Standards Council of India issued guidelines that ban any ads that depict darker skin in an inferior way. Sadly, however, companies like Fair and Lovely are still running rampant in Pakistan, where celebrities endorse it and the general population fetishizes white skin.

EXHIBIT B: Western Hypocrisy?

Let me introduce you to a little corporation called Unilever. Their self description is meeting "everyday needs for nutrition, hygiene, and personal care with brands that help people feel good, look good, and get more out of life". Sounds beautiful, right? Wait.. Unilever owns these two companies: Fair and Lovely and Dove. Yes, the very same Dove with inspirational campaigns such as their "Real Beauty" campaign and the "You're more beautiful than you think you are" ad (below).

I think the scent of hypocrisy here is clear. On one hand, Unilever promotes self love and positivity to its Western audience, and on the other side of the globe, feeds on age old stereotypes against dark skin through its Fair and Lovely subsidiary. Analyzing any of its ulterior motives leads to the ultimate conclusion of money. Unilever will bend to the will of the people: as Western audiences are increasingly becoming more progressive in terms of beauty ideals, Eastern audiences are still stuck in a colonialist mindset of white equals good, black equals bad. While this mindset is of no fault of their own, it's a never ending cycle. 

THE BIG PICTURE: 

From the first commercial, does the girl look familiar? She's Priyanka Chopra, the star of ABC's Quantico. Possibly the worst part about these beauty ideals is that celebrities endorse them. It's an unspoken truth in Bollywood and Lollywood (Pakistan's Walmart version of a film industry) that many actors have gotten skin lightening surgery. And in a country where the public is swayed so much by the media they intake, the ideal is shifting from white is good to white is necessary. 

Further, while this subtle racism is expected in the East, it's starting to permeate in the west. Recently, Nivea tried its hand in releasing this ad: 

I hope you can understand the problem with this.

In a time where racial tensions seem to be escalating, ads like these are just tasteless. Overall, the false adage that whiteness is rightness is getting old, and it's about time for society and corporations to realize this. I've bought and thrown away my last Fair and Lovely. Now that's called a glow up! 

I swear that's an index finger