Brown Skin, White Dreams: Pigmentocracy in India Komal Kaur Dhillon Dissertation submitted to the faculty of the Virginia Polytechnic Institute and State University in partial fulfillment of the requirements for the degree of: Doctor of Philosophy in Alliance for Social, Political, Ethical, and Cultural Thought Brett L. Shadle (Chair) Madhavi M. Murty Katrina M. Powell Peter L. Schmitthenner April 24, 2015 Blacksburg, Virginia Keywords: pigmentocracy, colonialism, caste, color, bleaching cream, Indian culture, Orientalism, racism, Indian films, skin bleaching advertisements, colorism Copyright 2015 Brown Skin, White Dreams: Pigmentocracy in India Komal Kaur Dhillon ABSTRACT Pigmentocracy or colorism refers to the practice of intraracial groups applying a preferential valuation to lighter skin, resulting in a system of contextual privileges and discriminations based on skin color. In India, this phenomenon is informed by numerous factors, including colonialism, the caste system, media, cultural practices, and patriarchy. The fundamental forces contributing to pigmentocracy are explored independently as well as in conjunction with each other in order to elucidate the multifaceted aspects of social organization in India, specifically, the larger effects of imperialism, capitalism, globalization, racism, and sexism as they relate to colorist ideology. Everyday practices and attitudes informed by caste, class, religion, language, region, and customs are also examined in relation to pigmentocracy. Although there are numerous mechanisms that contribute to the complexity of examining pigmentocracy, larger patterns also prevail that allow for a comprehensive understanding of how pigmentocratic notions influence and are influenced by multiple background and demographic conditions. Benefits for those who are on the lighter end of the skin color spectrum are recognized and leveraged in accordance with the systemic logic of being naturally superior. Conversely, often those on the darker end of the spectrum are perceived as inferior, thus perpetuating the superiority of whiteness. Pigmentocracy is detrimental psychologically, physically, and socioeconomically due to the ways in which darker skin is often viewed (by society, media, lighter individuals as well as darker people who subscribe to the belief that white is better) as less attractive, less valuable, less pure, and less clean. For those perceived to be darker, the consequences can include violence, marginalization, and discrimination in areas of employment, education, government, access to resources, psychological trauma, disparities in marital opportunities and conceived notions of beauty, and underrepresentation in media. Acknowledgments: First and foremost, I want to thank Dr. Shadle for your valuable and extensive knowledge and feedback, both as a professor and mentor. You have guided me every step of the way with wit and humor, and for that I am eternally grateful. Thank you Dr. Schmitthenner for your ongoing support, insight, and optimism. I am also grateful for the numerous teaching opportunities you afforded me. Dr. Murty, I greatly appreciate the unique perspective and suggestions you have provided and for encouraging me to examine pigmentocracy in unconventional ways. Thank you Dr. Powell for all your kindness and efforts in helping me become a better feminist and writer. I would also like to thank Dr. François Debrix for you unwavering support and encouraging me to “complexify” my work. Last, but not least, I want to thank Dr. Craig L. Brians. You cheered me on for nearly two decades and I would not have made it here without you—you are greatly missed. It has truly been an honor and pleasure working and getting to know such amazing people. You are an inspiration to me. iii Table of Contents I. Introduction………………………………………………………………...……...1 a. General Statement of Dissertation………………………………………...2 b. Statement of Problem: Maleviolent Effects of Pigmentocracy……….…..4 c. Roadmap of Dissertation…………………………………………………..9 II. Stark vs. Dark: the Construction of Whiteness and Blackness in Reciprocal Imaginations……………………………………………………………..……….22 Introduction………………………………………………………………………23 a. The Why of Whiteness Studies…………………………………………..24 b. The Who and What of Whiteness Studies………………………………..29 c. The How of Whiteness…………………………………………………...32 d. The Myths of Sameness & Meritocracy……….………………………...34 e. Patrolling Moving Borders………………………………………………36 f. Salient Traits and Mimicry………………………………………………40 g. Whiteness in the West and Beyond……………………………………...47 h. Post-Colonialism and Pigmentocracy……………………………………48 i. Conclusion……………………………………………………………….51 III. Fictional Whiteness: False Genealogy, Representation, Identity and Mass Deception ………………………………………………………………………..53 Introduction………………………………………………………………………54 a. Whiteness is Not a Source of Power……………………………………..55 b. There is No Such Place as the Orient: A Critique of Representation……60 c. Whose Identity Is it Anyway? …………………………………………...64 d. Mass Deception Through Commodification…………………………….68 e. “Emancipate Yourself From Mental Slavery” ………………………….73 f. Conclusion………………………………………………………………75 IV. Foreign Imperialism of India and the Caste System: Skin Color, Categorization, and Oppression……………………………………. …………………………….77 Introduction………………………………………………………………………78 a. The (In)Validity of the Aryan Myth……………………………………..79 b. The 3 C’s: Colonialism, Caste, and Color………………………………85 c. Modern Implications of Caste……………………………………………93 d. Caste, Color, and Symbolic Currency……………………………………96 e. Dalits: the Unfair Outcastes and Racial Spatialization…………………..99 f. Etymology of “Untouchables,” Dalits, Harijans, Scheduled/Backwards Caste…………………………………………………………………….101 g. Non-spiritualization and Dehumanization of Dalits……………………103 h. The Political Economy of Dalits………………………………………..105 i. Debt and Bondage: the Dalit Lived Experience……………………..…107 j. Conclusion……………………………………………………………...108 iv V. Media as a Medium for Perpetuating Whiteness: the Role of Cultural Imperialism in Bollywood and Indian Culture……………………………………………….110 Introduction……………………………………………………………………..111 a. Bollywood Examples: Long Da Lishkara and Jah Tak Hai Jaan……...114 b. Colonialism, Orientalism, and Bollywood……………………………...121 c. Mass Culture and Neocolonialism……………………………………...127 d. Racial Metanarratives in Popular Culture………………………………129 e. Cultural and Racial Assimilation……………………………………….133 f. Conclusion……………………………………………………………...134 VI. Theories for Interrogating Pigmentocracy: Postcolonial Intersectionality.……136 Introduction……………………………………………………………………..137 a. Intersectionality and Western Feminism…………………………….…140 b. Postcolonial Theories…………………………………………………...142 c. An Amalgam Feminist Theory for Interrogating Pigmentocracy in India…………………………………………………………………….147 d. Neocolonial Simulations…………………………………………….….149 e. Conclusion…………………………………………………..………….153 VII. Pigmentocratic Materialities: Social, Political, Economic, Psychological, and Embodied Implications…………………………………………………………156 Introduction…………………………………………………………………......157 a. Marital Preferences……………………………………………………..157 b. Advertisements for Skin Bleaching Products…………………………..162 c. Resistance to Pigmentocracy…………………………………………...167 d. The Problem with Skin Bleaching Products……………………………170 e. Conclusion………………………………………………………...……172 VIII. Universalized Localities of Intraracism: Parallels of Indian Pigmentocracy in the Global Context..………………………………………………………………...174 Introduction……………………………………………………………………..175 a. On Religion and (Im)Morality…………………………………………178 b. Colonialism, Caste, and the Color Continuum……………………...…179 c. On Emulation and Indigeneity…………………………………………188 d. On Gender and Marriage………………………………………………192 e. On Socioeconomic Status……………………………………………...195 f. Conclusion. …………………………………………………………....199 IX. Conclusion……………………………………………………………………...200 a. Review and Emancipatory Objectives………………………...………..202 b. Gendered Pigmentocracy……………………………………………….205 c. Global Implications and Catharsis……………………………...………206 d. Conclusion……….……………………………………………………..209 Bibliography…………………………………………………………………....211 Appendix...……………………………………………………………………...224 v Appendix A: Sonam Kapoor L’Oréal White Perfect Advertisement…………..224 Appendix B: Deepika Padukone Neutrogena Fine Fairness Cream Advertisement…………………………………………………………………..225 Appendix C: Shahrukh Khan Fair and Handsome Advertisement……………..226 Appendix D: Shahid Kapoor Vaseline Men Facebook Advertisement………...227 Appendix E: Diya Mirza The Body Shop Moisture White Advertisement…….228 Appendix F: Lisa Ray Expert Skincare Photo………………………………….229 Appendix G: Katrina Kaif Olay Natural White Advertisement………………...230 Appendix H: Amy Jackson Yardley London Advertisement………………..…231 Appendix I: Bruna Abdullah Photo…………………………………………….232 Appendix J: Giselli Monteiro Photo……………………………………………233 Appendix K: Hydroquinone Cream Side Effects 1.1…………………………..234 Appendix L: Hydroquinone Cream Side Effects 1.2…………………………..235 Appendix M: Hydroquinone Cream Side Effects 1.3……………………...…..236 Appendix N: Hydroquinone Cream Side Effects 1.4…………………………..237 Appendix O: Clean and Dry Freshness + Fairness Advertisement……………238 Appendix P: Asian Woman with Parasol on Scooter………………………….239 Appendix Q: Beach Face Masks in China……………………………………...240 Appendix R: Jennifer Lopez……………………………………………………241 Appendix S: Shakira……………………………………………………………242 Appendix T: Eva Longoria……………………………………………………..243 Appendix U: Salma Hayek……………………………………………………..244 Appendix V: Michael Jackson………………………………………………….245 Appendix W: Whitney Houston………………………………………………...246