Degree
Master of Business Administration Executive
Faculty / School
Faculty of Business Administration (FBA)
Year of Award
2015
Project Type
MBA Executive Research Project
Access Type
Restricted Access
Keywords
Executive Summary
This report encompasses the mindset of subcontinent as well as the perception ol skin color globally. Why I'air is thought to be a superior race while tan/wheat-ish/black takes the secondary category. In the time which we are living today, color, creed, skin tone and race has become a very major issue. To the young and well educated generation this does not seem to be a concern regarding their social relationships but to one generation older ladies, this is a very important gauge to measure some one's ability to survive m the society not considering the latent capabilities of a person like their intelligence, their wit sense of humor, empathy and general behavior towards their fellow humans. To aid this mind set, media has also played a very significant role. With the help of their several ad campaigns it has hammered in our heads the idea of white knight vs black demon meaning white would always be good, where as black would always be a curse which intern has created a lot of problems in the society starting from cosmetics creating skin problems to more severe like slight wheatish girls being marked and BLACK and unsuitable for marriage. Let us see where this mind set is going to take us next.
Pages
46
Link to Catalog Record
https://ils.iba.edu.pk/cgi-bin/koha/opac-detail.pl?biblionumber=55221
Recommended Citation
Saleem, S. A. (2015). Skin tone wars and media's aid in flourishing it (Unpublished graduate research project). Institute of Business Administration, Pakistan. Retrieved from https://ir.iba.edu.pk/research-projects-emba/229
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