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COPYRIGHT AND CITATION CONSIDERATIONS FOR THIS THESIS/ DISSERTATION o Attribution — You must give appropriate credit, provide a link to the license, and indicate if changes were made. You may do so in any reasonable manner, but not in any way that suggests the licensor endorses you or your use. o NonCommercial — You may not use the material for commercial purposes. o ShareAlike — If you remix, transform, or build upon the material, you must distribute your contributions under the same license as the original. How to cite this thesis Surname, Initial(s). (2012). Title of the thesis or dissertation (Doctoral Thesis / Master’s Dissertation). Johannesburg: University of Johannesburg. Available from: http://hdl.handle.net/102000/0002 (Accessed: 22 August 2017). Perceptions of Black Men in Katlehong about Female “Yellow Bones”: A Case Study Tshepo Makobela University of Johannesburg A full dissertation submitted to the faculty of Humanities, University of Johannesburg in fulfilment of the requirements of Masters in Communication Studies Supervisor: Prof Mariekie Burger January 2019 Declaration I, Tshepo William Makobela, hereby declare that this dissertation is my original work. It is submitted for the Master of Arts in Communication Studies at the University of Johannesburg and has not been submitted for any degree or examination in any other University January 2019 Tshepo Makobela (201209644) ii Dedication This study is dedicated to my late parents and sisters. You could not witness my success because death has defeated you. iii Acknowledgements I would like to start by acknowledging the almighty God for blessing me with the love and presenting me with the opportunity to undertake this research study, and for giving me strength to persevere and to complete it satisfactorily. Without his blessings, this achievement would not been possible. Special thanks go to my supervisor, Professor Burger for her proficient and invaluable guidance throughout the course of my research study. To be honest, this endeavour could not have been accomplished without her constructive critiques and comments. Her guidance helped me not to deviate from my research study. Prof., I will forever be grateful for your support and guidance. I am appreciative of the incredible support that I received while pursuing my Master’s degree from my family, friends and colleagues, and for their never-ending love, encouragement and support. I want to also thank UJSF committee members. You guys know my struggle as you have been with me all the way. Your constructive critiques and input helped me to soldier on even though it was not easy. I cannot thank you enough. Thank you to all the research participants for allowing me to steal time out of their busy schedules. You played a core role for this research study to be accomplished. This research study would not have been possible without your participation. Your time and support are much valued. iv Abstract This study was designed to gain a nuanced understanding of how selected young black men perceive female “yellow bones” in Katlehong township, South Africa. Widespread attention has been given to skin tones in black communities and quite a few studies have found that in black communities a person with a lighter skin tone seem to have a higher social status than one with a darker skin tone. Due to the idealisation of a light complexion some black women go to great lengths to achieve a light skin. This study used a qualitative approach. Interviews were conducted as a method of data collection and this approach assisted in examining the nuances and complexities of the phenomenon. The study found that participants believe “yellow boned” women are more beautiful than those with darker skin. Participants felt that their preference for light-skinned women is attributed to the history of the country, and that the media foregrounds a western ideal of beauty that affects social perceptions. Some participants alluded to a lighter skin tone operating as a form of symbolic capital. The study not only exposes a range of different views black men have about “yellow boned” women, but also presents different views on how males use female “yellow bones” to gain social status in the community. The findings of this study cannot be generalised to the broad South African population as the sample is fairly small (18 young men who live in Katlehong). This study suggests that future research could take the key findings of this study forward through focus group research in order to observe group dynamics and whether the focus group participants influence each other’s views and opinions. The study could also be replicated in other areas of the country. v Contents Declaration ................................................................................................................................. ii Dedication ................................................................................................................................. iii Acknowledgements ................................................................................................................... iv Abstract ...................................................................................................................................... v Contents .................................................................................................................................... vi Chapter One: Introduction ......................................................................................................... 1 1.1 Contextualisation .............................................................................................................. 1 1.2 Purpose of the study ........................................................................................................ 3 1.3 Methodological approach ................................................................................................. 4 1.4 Outline of chapters ........................................................................................................... 4 1.5 Key terms ......................................................................................................................... 5 1.5.1 Colonialism ................................................................................................................ 5 1.5.2 Colourism ................................................................................................................... 5 1.5.3 Afrocentric theory ...................................................................................................... 5 1.5.4 Patriarchy ................................................................................................................... 5 1.5.5 Hegemonic masculinity ............................................................................................. 5 1.5.6 Social capital.............................................................................................................. 6 1.6 Conclusion ........................................................................................................................ 6 Chapter Two: The social construction of skin tone ................................................................... 7 2.1 Introduction ....................................................................................................................... 7 2.2 Constructionism................................................................................................................ 7 2.3 Negative social construction of a dark skin tone ............................................................. 9 2.3.1 Introduction ................................................................................................................ 9 2.3.2 Colonisation and skin tone ...................................................................................... 10 2.3.3 Colourism ................................................................................................................. 12 2.4 Positive social construction of a dark skin tone ............................................................. 18 2.4.1 Introduction .............................................................................................................. 18 2.4.2 The Black Consciousness movement ..................................................................... 18 2.4.3 Afrocentric theory .................................................................................................... 19 vi 2.5 Skin tone and female beauty ......................................................................................... 20 2.5.1 Beauty ...................................................................................................................... 20 2.5.2 Beauty and colourism .............................................................................................. 21 2.5.3 Black beauty ............................................................................................................ 22 2.6 Skin tone, the beauty industry and the media ............................................................... 24 2.6.1 Introduction .............................................................................................................. 24 2.6.2 Representation in the media ................................................................................... 24 2.6.3 Representation of black women in the media ......................................................... 25 2.6.4 The representation of black women