Colonial Faces: Beauty and Skin Color Hierarchy in the Philippines and the U.S. By Joanne Laxamana Rondilla A dissertation submitted in partial satisfaction of the requirements for the degree of Doctor of Philosophy in Ethnic Studies in the Graduate Division of the University of California, Berkeley Committee in charge: Professor Catherine Ceniza Choy, Chair Professor Patricia Penn Hilden Professor Abigail De Kosnik Professor Margaret Hunter Fall 2012 Copyright © 2012 Joanne Laxamana Rondilla All rights reserved Abstract Colonial Faces: Beauty and Skin Color Hierarchy in the Philippines and the U.S. by Joanne Laxamana Rondilla Doctor of Philosophy in Ethnic Studies University of California, Berkeley Professor Catherine Ceniza Choy, Chair “Colonial Faces: Beauty and Skin Color Hierarchy in the Philippines and the U.S.” investigates how perceptions of beauty, skin color hierarchy, the globalization of beauty standards, and the ongoing colonial relationship between the Philippines and the U.S. are related. This project takes a transnational approach in order to compare beauty and skin color hierarchy among Filipinas in the Philippines and in the diaspora. It examines how beauty standards are constructed locally and globally, and how Filipino women in the Philippines and the U.S. respond to these standards. It addresses the popularity of skin-lightening products in the Philippines and looks at how Filipino American women are affected by this practice. This project also explores how skin-lightening products are marketed and analyzes the role of mixed-race models in this marketing. 1 To my sisters. For our daughters. i Table of Contents Abstract Dedication Table of Contents List of Figures Acknowledgments Chapter 1: Introduction Research Questions and Methodology Situating the Conversation The Chapters at a Glance Chapter 2: Skin Color Hierarchy in the Philippines and the U.S. Skin Color and Colonization Moving Beyond the Black-White Binary The Value of Skin Color The Mixed Race Body as the Ideal Filipino Chapter 3: Dark Matters: Color Conversations Across the Pacific On Dark Skin Tanning Trends Perceived Class, Perceived Color Acceptance Chapter 4: Family Expectations, Romantic Relationships, and Skin Color The Intimate Beauty Queue Dating and Marriage Expectations Chapter 5: Global Beauty and Selling Lighter Skin Defining Global Beauty Global Beauty and the Mixed Race Body Selling Lighter Skin: Advertisements in the Philippines and the U.S. Epilogue References Glossary Appendix A: Interviewee Guide Appendix B: Interview Questions: Primary Subjects Appendix C: Interview Questions: Secondary Subjects ii List of Figures Figure 1.1: Photo of author’s mother Figure 5.1: Advertisement for L’Oreal’s UV Perfect Figure 5.2: Advertisement for Clarins UV Plus Figure 5.3: Advertisement for GlutaMax Figure 5.4: Excerpt from Esolis catalog iii Maraming Salamat: Acknowledgements It took many years to complete this dissertation. While my name is on the cover, none of this work would have been possible without the support of countless people. Over the years, I have been overwhelmed by the interest, love, and care that people have showed regarding the project. I thank everyone who has been part of this journey with me. It should be noted that these simple, thankful words do not compare to what you have all given me. In no particular order, I’d like to say maraming salamat to some great people. Many thanks to my wonderful committee: Cathy Ceniza Choy, thank you for being so kind and patient. Though I have not always been up to par with my work, I am always grateful for the time and guidance you have given me. When I first saw you during your job talk, I have always admired your brilliance and it has been an honor to work with you all these years. Patricia Penn Hilden, time and time again, you have come through for me. I am and will always be grateful for your support and candor. I cannot thank you enough! Abigail De Kosnik, meeting you was such a breath of fresh air. I’m grateful for our quirky conversations, your advice, and your ability to understand my love for Journey. Margaret Hunter, I feel fortunate to have you on my committee. Your insight has always been valuable and I thank you for your thoughtfulness. Although a bureaucratic technicality prevented me from listing him as an official committee member, special thanks goes to Paul Spickard. You have been an immeasurable mentor since I was an undergraduate at UC Santa Barbara. Even more, you are family. None of this would have been possible without your help. Many thanks for the extra push and believing in me – especially when I didn’t have the courage to do so. On that note, I’d also like to thank the Hui (also known as the Spicklets). It is an honor to be in the company of such stellar people. This work could have never been completed without the support, candor, and vibrant voices of the numerous women across the Pacific who shared their stories with me. While I cannot name you (for the sake of anonymity), please know that I am in awe of you and thankful for everything that you shared. Your voices illuminated the richness of this project. I will always be humbled by your generosity. Though my stay in the Philippines was quite short (in retrospect), I am indebted to the wonderful people who made my stay memorable. To the Rondilla clan, I am so happy to have finally met you and am grateful for the time we had together. Judy, thank you so much for the care you provided my mom. I’m also grateful for your help with some of the translation work. Itas, thank you for your company and your kindness. To Claire Villacorta, Miam Tan-Fabian, Erick Fabian, and Paolo Cruz: I cannot thank you enough for taking me under your wing and welcoming me into your circle of friends. Your successes and commitment to art and progressive thinking continue to amaze me. Miam, I want to also thank you for all your help and guidance. I can’t wait to meet again and share delicious treats. I would also like to thank Oscar Campomanes for coordinating such a wonderful evening of conversation over delicious food. Finally, thanks to the Refuerzo clan for welcoming me to their home. Over the years, I have met many professors and fellow graduate students who have impacted my academic career in so many ways. To my AIGSA (American Indian Graduate Student Association) and IPIA (Indigenous Pacific Islander Alliance) families: Danika Medak- Saltzman, Dory Nason, Majel Boxer, Carmen Foghorn, Fuifuilupe Niumeitolu, Makana Paris, Vika Palaita, and Mikey Tuncap, though it has been many years, I thank you for your friendship and all the wonderful collaborations. To my CFFSC (Critical Filipina/o Studies Collective) family: Nerissa Balce, Peter Chua, Lucy Burns, Robyn Rodriguez, Jeffrey Santa Ana, Richard iv Chua, it has been many years. Though a lot has happened since the group started, I thank you for your incredible mentorship and for paving the road for people like me. In addition, I would like to thank the Critical Filipina/o Studies Working Group (especially my partner-in-crime, Gladys Nubla) for all the incredible conversations. I’m proud to note that what we did at Cal matters. To Vince Diaz, I still have not forgotten the ways you and your work have influenced me. I am so proud of you and all of your accomplishments. I have had the privilege to serve as a teaching assistant with some excellent scholars who have given me an excellent template of what it means to be a caring, dedicated teacher. I humbly thank Ron Takaki for giving me the chance to work with him. You are missed. Michael Omi, Catherine Ceniza Choy (again), Wesley Uyeunten, Dawn Mabalon, Anna Leong, and Khuyen Nguyen, many thanks for creating such a wonderful learning environment for me and our students. In addition, my gratitude goes to some of the best students around. Time and again, you inspire me and remind me of why I love what I do. There isn’t a single graduate student who could survive without an excellent support staff. I am indebted to Jahleezah Eskew. Though you have moved on from the department, I continue to consider myself lucky to have you as a friend. To Francisca Cazares, I thank you for your sense of humor and bringing Elvisstant to our lives! To make this project happen, my deepest gratitude goes to the Ethnic Studies program for doing their best to keep me financially afloat. I would also like to acknowledge the Ford Foundation Fellowship for their years of support during my pre-doctoral years, and the UC Berkeley Chancellor’s Dissertation Fellowship program for providing a year of support. In addition, I would like to thank G. Reginald Daniel, Ingrid Banks, and Maxine Craig for their support in the post-doctoral application process. I’m sure one day we will have the opportunity to work together. It was my honor to teach some incredible students at Santa Clara University. Many thanks to James Lai for the opportunity. Your leadership as the program’s chair is inspiring. I would also like to recognize Pauline Nguyen for the support during my time there. I hope to work with you all again someday soon. I would like to extend a special thank you to Rudy Guevarra, Kathy Nakagawa, and Mary Margaret Fonow at Arizona State University for giving me the opportunity to teach there. When I felt that I had no academic future, you restored my faith. I cannot begin to tell you how fortunate I feel to be a part of the ASU family – especially at a time when Arizona needs ethnic studies.