The Concept of Skin Bleaching and Body Image Politics in Kenya
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“FAIR AND LOVELY”: THE CONCEPT OF SKIN BLEACHING AND BODY IMAGE POLITICS IN KENYA Joyce Khalibwa Okango A Thesis Submitted to the Graduate College of Bowling Green State University in partial fulfillment of the requirements for the degree of MASTER OF ARTS August 2017 Committee: Jeffery A Brown, Advisor Jeremy Wallach Esther Clinton © 2017 Enter your First and Last Name All Rights Reserved iii ABSTRACT Jeffrey Brown, Advisor The practice of skin bleaching or chemically lightening of skin has become a worldwide concern particularly in the past three decades. In Africa, these practices are increasingly becoming problematic due to the circumstances surrounding the procedure and the underlying health risks. Despite these threats, skin bleaching and other body augmentation procedures remain prevalent around the world. This thesis uses a multipronged approach in examining the concept of skin bleaching and body image politics in Kenya. I argue that colonial legacies, globalization, increase in the use of technology, and the digitization of Kenya television broadcasting has had a great impact on the spread and shift of cultures in Kenya resulting to such practices. I will also look at the role of a commercial spaces within a city in enabling and providing access to such practices to middle and lower class citizens. Additionally, this study aims at addressing the importance of decolonizing Kenyans concerning issues surrounding beauty and body image. iv This thesis is a special dedication to loving father, for believing in girl child education and sacrificing everything to see me succeed. For setting the bar so high for me and cheering me on as I made every stride. To my loving mother, for reminding me that a girl can rise above and beyond anything if she puts her mind to it. For your prayers and encouragement when the going got tough. To my brothers and sisters, for setting great examples for me in life. To my nieces and nephews, for reminding me I am the best aunt in the world and aspiring to follow in my footsteps. v ACKNOWLEDGMENT I would like to thank my thesis advisor Dr. Jeffrey Brown, and thesis committee members, Dr. Jeremy Wallach and Dr. Esther Clinton whose expertise, guidance, patience and understanding greatly shaped my graduate experience and research work. I am grateful to the faculty members Department of Popular Culture and Women, Gender and Sexuality Studies at Bowling Green States University for greatly impacting my academic career and making me a better student. I would like to thank all the staff members for all the help and providing information at all times. A big shout out to Rebekah Patterson for her kindness, patience and support, your door was always open and you made me feel at home and welcomed always. Thank you! A very special thanks to my family for the emotional, financial and moral support throughout the program. A big thank you to my sister Dorcas for calling me at least two times every day, those calls meant the world to me thank you. I owe a debt of gratitude to all my friends and the Kenyan community in the United States. Thank you all for encouraging me, checking on me and standing with me through this process. I would also like to thank my amazing cohort members and all my classmates for being a part of this journey with me. You were all my rock. Thank you! vi TABLE OF CONTENTS Page CHAPTER I. PART ONE: INTRODUCTION……………………………………………… 1 Background of the Problem …………………………………………. .......................... 3 Colonialism …………………………………………. .................................. 4 Perceptions of Skin Color………………………. ........................................ 5 Media and Culture ......................................................................................... 6 Statement of Problem ........................................................................................................ 8 Conceptual Framework ..................................................................................................... 9 Postcolonialism .............................................................................................. 9 Social Cognitive Theory ................................................................................ 9 Feminist Theory ............................................................................................. 10 Significance of Study ......................................................................................................... 12 Definition of Terms ............................................................................................................ 12 Chapters Overview…. ........................................................................................................ 14 PART II: DISCOURSES AND BACKGROUND ON SKIN BLEACHING: A REVIEW OF LITERATURE………... ........................................................................................................ 15 Skin Color in Kenya ............................................................................................................ 15 Motivations of Skin Bleaching ...................................................................... 17 The Process and Impacts of Skin Bleaching .................................................. 17 Preventing Skin Bleaching ............................................................................. 21 Color Language ............................................................................................... 24 vii CHAPTER II: IMPACTS OF MEDIA REPRESENTATION, GLOBALIZATION AND HOMOGENIZATION OF BEAUTY IDEALS ON IDENTITY CONSTRUCTION AND COLORISM IN KENYA ....................................................................................................... 26 The Impact of Colonization and Western Values .......................................... 27 Notions about Skin Color and Social Capital ................................................ 32 Ethnicity and Colorism .................................................................................. 39 Media as a Socializing Agent ........................................................................ 39 Yellow fever: the color obsession with lighter skin color ............................. 45 CHAPTER III: WALKING DOWN RIVER ROAD! REFLECTING ON SKIN COLOR AND BODY IMAGE IN GLOBALIZING KENYA ...................................................................... 49 Personal Reflection ........................................................................................................... 49 Informal Economy and Urbanization of Poverty in Kenya ............................................. 55 Black Market .................................................................................................. 57 Space, Gender, Consumerism and Performance ............................................ 59 Class and Consumerism: Skin Lightening or Bleaching? .............................. 62 Commodity Accessibility and Packaging ...................................................... 64 CONCLUSION………... ....................................................................................................... 70 GLOSSARY OF SWAHILI AND SHENG TERMS ............................................................ 72 REFERENCES ..………......................................................................................................... 73 APPENDIX A: LIST OF BARNNED SKIN BLEACHING PRODUCTS IN KENYA ...... 83 viii LIST OF FIGURES Figure Page 1 Advertisement for pear's soap,1875 .................................................................................... 31 2 Lux soap advertisement Kenya ........................................................................................... 32 3 A woman with “mukorogo” hands ..................................................................................... 46 4 Mukii’s niece watching a Western TV program .................................................................. 47 5 Seven Days Skin whitening soap ........................................................................................ 54 6 Map of Nairobi .................................................................................................................... 55 7 Fair and lovely for women ............................................................................................... 65 8 Fair and Handsome for men. .............................................................................................. 66 9 Meme advertisement ........................................................................................................... 67 10 Meme advertisement ........................................................................................................ 68 1 CHAPTER I. PART ONE: INTRODUCTION My teenage years were plagued by the idea that light skin was better skin. There were adverts on TV about a woman trying to get a job and she only got it when she applied skin lightening cream. I felt that I was not considered beautiful because of my complexion. My self- worth was deeply compromised in those years (Lupita Nyong’o The Times, UK 2016). Nyong’o grew up in the Kenyan capital of Nairobi before moving to the United States to study theater and film, where she received her big break after winning an Oscar for her role in 12 Years a Slave. In her interview with The Times, Nyong’o stated that her self-worth was damaged by growing up with skin lightening advertisements propagating the false notion of lighter skin as more beautiful. Only women who had lighter skin were portrayed as successful and she began to