By Shirley Anne Tate (auth.)
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Extra info for Skin Bleaching in Black Atlantic Zones: Shade Shifters
Example text
She is proud of bleaching and thinks she is still pretty when not bleaching, as she says she is ‘pretty plus tax’. Fashion ova style dictates whether she bleaches or not, rather than unhappiness with her skin colour. Wingie also supports this, saying, ‘Ah di style. Is a fashion kinah ting like di clothes whe yuh wear’ [It’s the style. ’]. Like clothes, then, it can be taken on and off as the bleacher likes. Donna Hope (2009: 101) supports these bleachers’ assertions of fashion ova style, saying Current manifestations of skin lightening/bleaching are more appropriately associated with modern modes and models of appropriate fashion and style that are socially and culturally relevant on the terrain of identities that flit across dancehall’s stage.
They were also sold by businesses owned by Black men-Kashmir, Dr Palmer, Poro, Overton – which did not use mercury but products like hydrogen peroxide and borax (Peiss, 2011). J. Walker refused to sell these products (Black, 2004; Glenn, 2008). During Walker’s lifetime her product ads represented racial pride and were opposed to ‘whiteness’ or ‘lightness’ (Baldwin, 2008). Her 1928 ad promised to bring out the beauty of already existing Blackness by bestowing ‘transparent tone’ to both darker and lighter skin (The Modern Girl Around The World Research Group, 2008: 44).
By the late 1950s and into the 1960s, African American political activism became linked to beauty culture. The Black Power movement politicized appearance which led to decreasing use of skin lighteners and hair straighteners and a critique of the beauty industry linked it to white supremacy in the service of white capitalist profit from which Black people did not benefit (Black, 2004). Ronald Hall’s (2006) work on the United States finds what he termed a statistically significant relationship between self-identified skin colour correlated with light skin colour, which, for him, provided evidence for ‘the bleaching syndrome’.
