endobj One study demonstrated that police officers who were experiencing high levels of anxiety were more likely to shoot at suspects during a training exercise, 1 suggesting that anxiety biased the officers to narrowly focus on threat-related information. Companies also use colour when deciding on brand logos. A focused group discussion with Indian women found that obsession with fairness and the related attributes of beauty, attractiveness, and marital success continues to prevail (Karan, 2008). <>24]/P 30 0 R/Pg 39 0 R/S/Link>> Z�ߵ�'��T����b��>= Once a profile was chosen, photograph of highly attractive fair girl/boy was shown or highly attractive dark girl/boy was shown. I’m sure this article has flaws too. First, we conducted this study on urban middle/upper-middle-class mothers. 3 0 obj And those experiences can influence the meaning that they … The participants believed that the woman’s photograph that they were viewing was a highly competent lawyer/doctor/engineer. We begin by setting a historical context for research in this area, particularly highlighting methodological issues that hampered earlier empirical work. 34 0 obj endobj For more information on earning CE credit for this article, go to www.apa.org/ed/ce/resources/ce-corner.aspx. Table 1. <>11]/P 23 0 R/Pg 39 0 R/S/Link>> <>17]/P 26 0 R/Pg 39 0 R/S/Link>> Studies on women have replicated the findings and suggest dark-skin-color is related to greater negative ratings of overall appearance and facial satisfaction (Bond & Cash, 1992) as well as symptoms of depression and poor self-esteem among African American adolescents (Williams, 2006). Researchers argue that those differences emerged from an evolutionary bias grounded in a hunter-gatherer mindset (Hurlbert & Ling, 2007). Similarly, the colors you dislike say a lot about your weaknesses and vulnerabilities. In addition, it is also responsible for the construction of the concept of skin-color as modifiable. Thus, merging of new technologies with old colonial and caste ideologies has created a context in which “whiteness” can be sold and bought (Ashikari, 2005; Hunter, 2007). endobj Declaration of Conflicting InterestsThe author(s) declared no potential conflicts of interest with respect to the research, authorship, and/or publication of this article. 24 0 obj Overall, the present study is an exploratory research and the findings of the study must be examined in light of the following limitations. The light-skinned and dark-skinned photograph was of the same person, except their skin tones were manipulated with the use of computer software. A study that is externally valid is one in which the data and conclusions gathered from the results of an experiment can be applied to the general population outside of the experiment itself. Therefore, highly attractive woman with superior educational and professional qualifications may not suffer from “double jeopardy.” The interactive oppressions that characterize the lives of Indian women form a case for “multiple jeopardy” (King, 1988). The caste system also called varna (literally color) accounts for the perceived superiority of fair skin over dark. She emerges as a successful woman, confident, and self-assured because of her “whiteness.” The advertisement ends with her clinching a desirable marriage proposal; the camera zooms in on her “fair” and happy face. Fair & Lovely cream has found its counterpart in Fair & Handsome cream for men. Colors have qualities that can cause certain emotions in people. <>15]/P 26 0 R/Pg 39 0 R/S/Link>> It was expected that fair-skin photograph would receive significantly higher ratings for recommendation (i.e., recommendation for suitability as life partners for their sons/daughters) relative to dark skin-color photograph (Hypothesis 1). 3. Research shows that these side effects are pervasive, and particularly pronounced in discrimination against people of color. 35 0 obj Request PDF | Skin Color Bias in the Workplace: The Media’s Role and Implications Toward Preference | Racial discrimination is a widely studied topic in the areas of sociology and psychology. AppendPDF Pro 6.3 Linux 64 bit Aug 30 2019 Library 15.0.4 This is not surprising as fair skin has a colonial connotation of power and superiority (Shankar, Giri, & Palaian, 2006). Hunter-Gatherer mindset ( Hurlbert & Ling, 2007 ) bias grounded in a woman may offset the potential skin-color.! 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