BS (Social Sciences & Liberal Arts)

Faculty / School

School of Economics and Social Sciences (SESS)


Department of Social Sciences & Liberal Arts

Date of Award

Summer 2022

Date of Submission



Dr. Abdul Haque Chang, Assistant Professor, Department of Social Sciences


Aliya Iqbal Naqvi, Visiting Faculty, Department of Social Sciences

Project Type

SSLA Culminating Experience

Access Type

Restricted Access


Colourism has been common in different parts of the world at different times. There is resistance built towards such ideas lately. The purpose of my paper is to analyze and find out media promoting colorism through advertisements, colorism present in literary framework, and colourism influencing dating decisions in IBA. Five participants from IBA were interviewed to find their perceptions, experiences, and opinions about colorism. Sixty-three respondents with ages 18 and above completed the group colorism scale and provided answers to questions about dating, friends, and parental influence. The study revealed some form of colorism existing at IBA despite regular debates against it. The analysis of different advertisements and songs unfold colorism promoted through lyrics and mise en scene in Pakistan. Some influence of parents and society affected the dating partners of the students at IBA. The study employs in-depth discussions regarding colorism and focuses on the factors that allow colorism to influence the opinions and behaviour of young university students.



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