The Psychology of Skin Bleaching : Motivations, Behavior, and Consequences

This book examines the controversial global phenomenon of skin bleaching. It uses a social psychological approach to explain the motivations, behaviour and medical consequences of the practice, considering why some people use products to lighten their complexion. Written by a world leading expert in skin bleaching, the book takes a nuanced approach to understanding skin bleaching that looks further than the standard claims of low self-esteem, a form of self-hatred. It goes beyond looking at individual personality traits to consider the cultural norms, values, shared social meanings and practices about race and skin color, showing how shared meanings from social representation guide people’s behaviour in their culture. The book draws predominantly on research from Jamaica, but considers how skin bleaching is practised in different cultural contexts across the Americas, Europe, Asia and Africa. Chapters consider the history of race and skin color, how skin color and race are portrayed in popular culture, how skin color and race form two of some people’s social identities, and how skin bleaching has become an established social practice in many settings. It also looks at the consequences of skin bleaching and suggests policy responses that could help curb the practice. The Psychology of Skin Bleaching will be highly relevant reading for postgraduate students and scholars in the fields of psychology, Black and Caribbean studies, sociology, anthropology, cultural studies and health. It will also be of interest to professionals including psychiatrists and public health practitioners, and anyone interested in better understanding the psychological and bodily expressions of racialized discrimination and oppression.