What roles media plays in perpetuating colourism in society?
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Mass media is incredibly pervasive in our society. While we can only speculate the intentions of the media, these particular patterns of racial bias constantly emerge Discrimination based on skin tone within a racial group, known as Colorism, is one of the many legacies. Mass media has a prominent role to play in modern society. It can bring about radical changes and improve social situation as it influences our social, civil, cultural, political, economic and aesthetic outlook. Modernization has converted media into an indispensable feature of human activity. However, factors like age, education, economic condition, personal needs and availability of proper components decide the quantum and frequency of media use. The purpose of multimedia is to explore the pervasiveness of the Eurocentric standard of beauty in mass media and the subsequent effects it has in the formation of personal identity and on the psyche of African American women in particular. The media is responsible for influencing beliefs regarding ideas of beauty in the African American community. Mass media productions often perpetuate discrimination based on skin color. African Americans possessing lighter skin complexion and “European features,” such as lighter eyes, and smaller noses and lips have more opportunities in the media industry. For example, film producers hire lighter-skinned African Americans more often, television producers choose lighter skinned cast members and magazine editors choose African American models that resemble European features. As a result, the media industry sends the messages that African Americans with Eurocentric features are more likely to be accepted, diminishing the status of darker-skinned African Americans.