Whiteness

18th century philosophers “proved” that being white was superior in every way. Centuries have gone by and the color palette of the world is changing dramatically. In the future, white skin may belong to the minority. Yet, in many societies white or light skin is still the most desirable. Why? Traditionally, white skin was associated with “power and privilege.” It is a norm against which other societies measure themselves. Thus, whiteness was and remains extremely powerful. A bride in India or in another Asian country is more desirable and valuable depending on the shade of her skin. Women are prepared to torture themselves by applying harmful creams and cosmetics. Many stay away from the sun for additional pale status. In a world of decreasing economic opportunity, whiteness is still a powerful bargaining chip.

Storey John. Cultural theory and popular culture: An Introduction. 6th ed. Athens: university of Georgia press, 1998.print.p.183

Ibid