Skin tone wars and media's aid in flourishing it


Master of Business Administration Executive

Faculty / School

Faculty of Business Administration (FBA)

Year of Award

Spring 2020

Project Type

MBA Executive Research Project

Access Type

Restricted Access


Racism, Color complex, Society

Executive Summary

This report encompasses the mindset of subcontinent as well as the perception of skin color globally. Why fair is thought to be a superior race while tan/wheat-ish/balck tales the secondary category. 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, whereas black would always be a curse which inturn has created a lot of problems i the society starting from cosmetics creating skin problems to more severe like slight wheatish girls being marketed and black and unsuitable for marriages.

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