Skin-Lightening Products in China

by Yuan Mingyang

Rondilla (2009) analyzed the influence of the advertisements of multinational cosmetics companies on the colorism in the Philippines. The company that Rondilla examined, L’Oreal, also has its market in mainland China. Therefore, this paper aims to do a similar study on the cosmetic advertisements of the multinational companies in mainland China, and to analyze whether these advertisements in China have a similar influence on the racial discourse in China as they have on the Filipinos according to Rondilla.

The method of this post is to analyze the websites and the advertisements on the websites of According to Dalal (2002), early definition and classification of race usually include the concept of skin color, and what’s more, “colour becomes synonymous with the notion of race” (p. 18). Rondilla (2009) also discussed about the colorism in the Philippines by analyzing the skin-lightening advertisements, but the cause of colorism is a little bit different from what Dalal discussed. The preference for light skin tone also has a long history in China. According to Leong (2006), there are many kinds of folk remedies to lighten one’s skin color in China, for example, drinking a small amount of pearl powder with water everyday (p. 167). Light skin tone shows “elegance and nobility” in China (Ibid, p. 167).

The desire for light skin tone still prevails in China, as well as many other Asian countries, while a favor of tanned skin appears in the West (Leong, 2006). It might be hard to argue that the contemporary desire for light skin color in China is a legacy from the past or a result of colonialism. Two factors may have great influence on the skin-lightening ideology in contemporary China. The first factor that should be noticed is the role of the Communist Party on skin-lightening before the economic reform in the 1980s. According to Hopkins (2007), the Communist Party at that time “rejected displays of difference of any kind, including gender” (p. 289). The uses of almost all kinds of cosmetic products are prohibited (Ibid). Therefore, skin-lightening products should also have been prohibited during this period, for decades. As a result, the recent desire for light skin might be a new one which emerged after the economic reform in the 1980s.

The second factor is the economic reform in the 1980s. According to Hopkins (2007), the cosmetic industry thrived after the economic reform, especially after China became a member of the WTO, which allowed more multinational cosmetics companies to invest in mainland China. Appearance became more and more important for women, and the cosmetic products started to entail new symbolic values (Ibid). Women use these products in order to “look modern and worldly” (Ibid, p. 302), which shows that the desire for light skin tone in contemporary China is representing some new values coming after the reform, which may be probably influenced by foreign countries and globalization.

Therefore, it is reasonable to discuss about the role of racism, as a result of foreign influences after the 1980s, on the skin-lightening fashion in China. Rondilla (2009) pointed out an ideal model of beauty to be Asian and global in the same time. Hopkins (2007) argued Chinese women use cosmetics to be global. This paper aims to prove the statements made by Rondilla and Hopkins in the context of China, with the concern of a potential racial discourse in China. In the first part, the advertisements of three multinational cosmetics companies on their websites in mainland China and the websites themselves will be examined with some of the criteria used by Barnes et al. (2004) in their research on cosmetics advertising in China. The three companies, Shiseido from Japan, L’Oreal from France, and Estee Lauder from the US, are from different parts of the worlds. Therefore, if they are using similar strategies to attract the costumers in China, a general identity of the dominant social values and criteria of beauty believed by most of the Chinese people can be drawn from these advertisements and websites.

In the second part, the findings in the first part will be compared to the similar researches on foreign advertisements in Hong Kong by Leong (2006), and in the Philippines by Rondilla (2009). The second part aims to detect the racial discourse in the advertisements in China by referring to similar researches in other Asian countries. The second part will also give a general image of the role that the multinational cosmetic companies plays in the ideology of light skin tone in China, Hong Kong, and the Philippines.

Advertisements of Multinational Companies in China

At first glance, one could see from the layout of the websites of the three companies, Shiseido, L’Oreal, and Estee Lauder, that the main targets of these companies are women. Most of the products are for women, and if a product is for men, it will be put under a special genre. Products for men usually have the word “men” noted in the title, while there is usually no “women” in the title of the products for women. Also, the advertisements for skin-lightening products prevail in the section of skin protection. On the contrary, there seems to be no product for tanning in these websites. As for the best sellers of these websites, the products for skin-lightening have a place in the lists of both Shiseido and Estee Lauder, while L’Oreal does not have a ranking list. Therefore, the assumption of the multinational cosmetics companies in China, when they are making the advertisements and the websites, may be that women are more willing to buy their products, and almost all of them want light skin color.

As for the models in the cosmetic advertisements, Rondilla (2009) stated that using models “racially ambiguous” is very usual in Asia, since they “have global appeal” (p. 71). In the same time, mix-raced models can also fulfill the need to look Asian (Ibid). A similar phenomenon may be found in the websites of foreign companies in China. Estee Lauder seems to prefer to use western models in its website, which can be considered to be a sign of modernity and globality, which proved the statement made by Hopkins (2007) that women purchase cosmetics to look global and modern. On the other hand, that L’Oreal tend to use both Chinese and Western models, which reflects the statement made by Rondilla, shows that the advertisements are stressing both an Asian face and global feature of the products. The study of Barnes et al. (2004) also showed the similar result that the ethnicity of the models usually does not matter, but Asian models are slightly more preferred by Chinese than Western models are. Therefore, most of the Chinese people may accept both Chinese and global faces, but a little bit more prefer their own identities.

Perception of Skin Tone in China, Hong Kong, and the Philippines

This section aims to analyze the racial discourse in China by comparing it to that in Hong Kong and the Philippines. The reason these two countries are chosen is that China has posed some influences on the criteria of beauty in Hong Kong (Leong, 2006) and the Philippines (Rondilla, 2009). For the Filipinos, they use skin-lightening products not to look like westerners but to look like East Asians (Rondilla, 2009, p. 63), in spite of the fact that the image is influenced by Westerners. Rondilla also mentioned a rise of Chinese in the Philippines, which may further reinforce the notion that light skin tone is better and represents higher status. As for Hong Kong, Leong described it as a place where both Chinese and Western values exists.

The colorism in the Philippines that Rondilla (2009) analyzed may have been influenced by other Asian countries, but in the same time it may also influenced these nations in reverse, but as role of the discriminated ones. Leong (2006) noticed the “scale of whiteness” (p. 172) in Hong Kong. In this scale, the skin tone of Japanese and Chinese women are on the top, and the skin tone of Filipinos and people from some of other Asian countries is considered to be dark and is often described as “coarse” (Ibid, p. 172). Leong (2006) pointed out that “social groups such as the Filipinos and Indonesians were the target for much of the participants’ biases throughout their discussions of whiteness and skin tones” (p. 174). The skin tone of Caucasians is also not preferred by Chinese people in Hong Kong (Ibid). Similar phenomenon may also exist in mainland China, since Leong claimed the Chinese values in Hong Kong. With the findings of Barnes et al. (2004) that mainland Chinese people prefer Chinese models in cosmetics advertisements, one can draw a conclusion that in East Asia and Southeast Asia where China has a strong influence, Chinese or Japanese like skin tone rather than Caucasian like skin tone is on the top of the hierarchy, and people from Philippine might be the ones who are discriminated in the skin tone hierarchy in Asia.

As for the logic under the advertisements of the foreign companies and their role in the racial hierarchy, which is close to what Leong (2006) defined as the “scale of whiteness” (p. 172), Leong argued that they are creating “the myth of whiteness”, which emphasizes “purification” and “whiteness” (p. 171). Hopkins (2007) suggested the advertisements seek help from a pre-existing notion that whiteness means less working under the sun in China, which means high social status, in order to make a preferred model and let costumers believe the importance of their products (p. 302). Rondilla (2009) stressed a racial discourse which comes from the colonial period promoted by the advertisements of multinational companies. The existing racial discourse is merged with and reinforced by the colonial racial discourse promoted by multinational companies. The pre-existing preference for light skin tone, the skin tone hierarchy resulted from the interaction between different Asian countries, and the role of the cosmetics companies in spreading a colonial ideology may all have contributed to the construction of the racial discourse in contemporary China, which turns out to be a preference for light skin tone on the surface. The multinational companies are expected to stabilize, reinforce, and promote this racial discourse, when they “attempt to cater to specific markets” (Rondilla, 2009, p. 80), and “promote an ideal” (Hopkins, 2007, p. 302).

This paper aims to analyze the racial discourse in China influenced by the multinational cosmetic companies. The first section analyzed the advertisements on the websites of three multinational cosmetics companies, Shiseido, L’Oreal, and Estee Lauder, in mainland China. The result proved the statement of Hopkins (2007) that Chinese women use cosmetics to be modern and global. The result also contains a racial discourse that white skin tone is considered better by Chinese people. The second section stressed the role of multinational companies in reinforcing an existing skin color discourse as well as creating a new racial discourse as in China. Other factors are also discussed about in this section, while we can still see that the multinational cosmetic companies contribute much to the colorism in contemporary China.


  1. Barnes, B. R., Kitchen, P. J., Spickett-Jones, G, & Yu, Q. (2004). Investigating the impact of international cosmetics advertising in China. International Journal of Advertising, 23(3), 361-387.
  2. Dalal, F. (2002). Race, colour and the process of racialization: New perspectives from group analysis, psychoanalysis and sociology. New York, NY: Brunner-Routledge.
  3. Hopkins, B. E. (2007). Western cosmetics in the gendered development of consumer culture in China. Feminist Economics, 13(3-4), 287-306. doi: 10.1080/13545700701439416
  4. Leong, S. (2006). Who’s the fairest of them all? Television ads for skin-whitening cosmetics in Hong Kong. Asian Ethnicity, 7(2), 167-181. doi: 10.1080/14631360600736215
  5. Rondilla, J. L. (2009). Filipinos and the color complex: Ideal Asian beauty. In E. N. Glenn (Ed.), Shades of difference: Why skin color matters (pp. 63-80). Stanford, CA: Stanford University Press.
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Sharing Culture

by Alexander Austad

As a globally intertwined society, what would be different if entertainment didn’t spread across borders in such a huge way as it does today? This question struck me after having discussed the export and import of media like movies and TV shows in sociology class.

I’m a Norwegian living in an international dorm in Japan, where I communicate with people of various nationalities every day. When I came here I was astonished by how easy it was to get along with everyone, as we quickly started joking around with this and that, often involving references from commonly known shows, music or what have you.

In Norway, a huge part of what is broadcasted on TV is from English speaking countries, and ever since I was little I have been playing video games in English, as most games do not get translated to Norwegian. I have always been grateful that I have been able to understand English from a young age thanks to this, but there is a cultural aspect to it as well that I had not thought of before.

If I was perfectly able to speak English, having learned it in school without any help from the media, chances are I couldn’t as easily had a lighthearted conversation with my friends here in my dorm, and I would most certainly feel slightly out of place if everyone around me was talking or sharing laughs about stuff that I had no idea what was.
With the huge flow of media comes the aspect of inclusion, and this on a different level than what we get from sharing for example intelligence and research across borders.

So does this mean less culture or more culture?

Norway is a small country, population wise, and we cannot really compete with the big dogs in the media industry, like Hollywood. This means that people like me will be kind of Americanized, if you will, and I have even been told here that I am “pretty much an American”.

Chatting with English native speakers here, while I feel like I may be lacking a cultural identity of my own at times, it is merely just that other people don’t see it as much, as I am adapting to ‘them’ when I’m here and not the other way around. I have my own set of references which I can only share with my Norwegian friends, and quite frankly I think that’s enough.

You shouldn’t just learn the language, because with it comes a culture, and I think the entertainment industry, although not necessarily the best source for portrayal of accurate culture, is a very important source, as it is about having shared common experiences with other people, and shared experiences is often what carries conversations.

Skin Color and Beauty in Japan

by Miyu Fujino

Compared to other countries, there is less racial diversity in Japan. Non-Japanese people who live in Japan for a long time will notice that there are many implicit customs which follow an old Japanese tradition. One of the traditions is to try to be same as people around us and not out stand too much from them. Many Japanese people believe that if they follow the custom, they can live peacefully in the society. This is an element of Japanese culture, and there are many sayings which are related to this idea.

  • 和して同ぜず (washite dou zezu) -coordinate with other people but not do immorality thing or loose independence.
  • 出る杭は打たれる (deru kui ha utareru) -if you stand out too much, people will accuse you.
  • 付和雷同 (fuwaraidou) -do same thing as others

Therefore, for a long time, Japanese people have tended to follow and be normal and try not to stand out. I think that is one of a reason why Japanese people do not prefer dark skin because dark skin is unusual in Japan.

In Japanese society, for a long time, having white skin is one of the features of beauty and regarded as a good thing for women. There is an old proverb (色の白いは七難隠す iro no shiroi wa shichinan kakusu) which translates to “white skin covers the seven flaws,” meaning a fair-skinned woman is beautiful even if her features are not attractive.

However, there was a period when this idea didn’t fit. Ganguro: An opposition to the idea of fair skin beauty grew. This subculture appeared in the 1990s but died out in the early 2000s. Young girls preferred to be tanned and wore unique makeup and clothes. This Ganguro was started as an anti-tradition movement among young people. Young people challenged to Japanese traditional society and the stereotype that women have light skin, black hair and stay calm and not stand out.

Recently, white skin has been strongly supported by women again. I’m sure you have seen women who wear sunscreen, umbrella, gloves, sunglasses, big hats, spray, and powder. They are trying hard to protect their skin from the sun. But the reason why they are doing is because everybody is doing. Now, the word ‘bihaku’ is getting attention from women. Bihaku is a Japanese marketing term and often used for representing skin whitening products and cosmetics. Bihaku products are highly popular among women. They are also popular with teenage girls and those in their twenties who strongly affected by the information from the internet and media.

Japanese media and cosmetic industries install in women the idea that only small amount of sunshine can damage their skin. Therefore, Japanese women try to avoid to be exposed to sunshine even a few seconds. Many beautiful actress and models who have white and clean skin appear on the TV and that’s also a reason why people use bihaku cosmetics which is advertised by those beautiful famous people. Japanese TV often broadcast many programs to introduce UV care goods and suggest people to avoid sunshine. Media is helping to plant the thought in people’s minds that they should avoid sunshine and should use bihaku products.

Media often make people believe lighter skin is more beautiful by using white skin beautiful actresses or models. And use them to advertise bihaku cosmetic products as if by using the products, people can be like them. As media has a power to affect people (especially young people) strongly, they have to have an awareness and responsibility for their influence and try hard to give correct information to people.

Face lotions and creams from 8brand from kanebo have caused accidents. (September 2013) People who used these got white spots in their skin. All of the products contain skin lightning component called Rhododenol which is treated as a medicine and effective to control melanin in skin. Kanebo is the 3rd highest earning company in Japanese cosmetic industry and most people know the name. Many TV commercials were broadcasted and the company had a pretty high reputation among women. Therefore, people who trusted the brand got damaged both physically and mentally. More than 10,000 people got the white spots.

It is a normal thing for women to try hard to be more beautiful and that means to have lighter skin in Japan. People’s willingness to have lighter skin is one of a reason why this company to cause this accident. In Japan, skin color does not affect social status or salary. People want white skin just because they believe lighter skin is more beautiful and that is what other people say. However, I think Japanese people have to rethink what beauty is for each of them but not only following other people.

Women’s Consciousness of Skin Lighteners in Japan

by Mai Kusakabe 

In South Africa, there are a lot of women who want to make their skin color lighter because they try to get better status and become more attractive. Then, how about Japanese women? What are they thinking about their skin color? Actually, we can see a lot of cosmetics and drugs to make their skin lighter in pharmacy. So in order to reveal what they are thinking, I did questionnaire about skin color, and ask ten Japanese girls answer it.



The first question of my questionnaire was which girl do you prefer, and which is more attractive for you? And why do you feel the girl is more attractive?

Nine out of ten girls answered that they like or want to be a girl on the left, who looks Caucasian. Another girl said she liked the middle one, who looks more Japanese. She said middle one seems the healthiest of the girls. Most girls have the same answer, and the reason why they choose left girl is almost the same, because she has white skin! She looks Caucasian! So she looks beautiful!

The second question was have you ever used skin lighteners? And do you do any efforts to make your skin lighter?

To this question, every one answered Yes. This result is kind of interesting. Every girl seeks to get lighter skin somehow, for example, using face lotion and take a supplement including a component to make skin white and using sunscreen to prevent their skin from ultraviolet rays. Thus usually Japanese girls do something to keep or improve their skin color.

The third one is do you use a sunscreen? Yes or No. And for the person who answered Yes, is it for which reason, for health or for keeping lighter skin? Two girls answer No, and the rest answer Yes. Five of them said it is for keeping lighter skin, two of them said for both and one said for health.

The fourth one is why do you do such efforts? Why do you want to be lighter skin? There are two types of answer of this question. First type is that they think or believe white skin is beautiful. Second type is that they said everyone insist white skin is beautiful, so I think so too. The biggest differences between two are their opinion influenced by others or not.

So what kind of factors influence Japanese girls’ opinions of skin color? The options are TV, advertisements of cosmetics, magazines, the Internet, status, public opinion and other. The choice which attracted most votes is TV (six points), following public opinion, magazines (four points), advertisements (three points), the Internet (one point). And there is no vote to status. From this result, we can understand that most people don’t realize that there is connection between skin color and status in Japan, for example trying to get lighter skin is to become more attractive, this is kind of trying to get better status. In addition their idea that white skin is beautiful is mostly influenced by media. One girl said my favorite model has white skin, so I want to get white skin like her. Indeed popular models and actress have lighter skin, and many girls long to be like them. Lighter skin has come to one of major factors to be like admired woman.

Thus, as we can see from this questionnaire, Japanese girl prefer lighter skin. And most of them do some efforts to make their skin lighter, for example, about 70% of girls use sunscreen for keeping their skin color lither. They don’t think it’s for their health, just for their own beauty. They regard white skin as beautiful. The biggest factor of their preference of skin color in Japan is media which give us images of popular models and actress who have lighter skin that makes us long to be like them, and give us impression that lighter skin can get more popularity and attractiveness. The important thing is that it is not always right. Sometimes it makes us wrong decision. So we need to judge whether it is right or not.

Manipulation by Cosmetic Companies Changing Habits towards Skin Lightening

yes, men need whitening lotion, too.

(Photo credit: Sophiakristina)

by Naresh Kumar

People around the world are constant consumers of skin whiteners and different cosmetic products. Even if the products have harmful effects, the consumption of these products is rising day by day. Large cosmetics companies around the world make billions of profits and it is not hard to see how they are using different sources to promote their products and make people use them. The media plays a vital role. The interesting thing is that whatever comes up in mass media, most of it is in favor of these companies. They are profit-motive companies and are strongly engaged into making more profits. It is interesting to see different beliefs in different communities around the world. People relate light skin with social status, money, education, pleasure, wealth, winner, etc. We talk a lot about western ideologies that “white is right”, but the fact is that its us who want to have a peace of that lightness. People like to consume more western culture and products, ignoring their own. More and more emphasis is given to light skin.

Currently the world market is dominated by skin lightening products with billions of dollars of transactions happening each year. Multinational companies are manipulating the market by using media. More and more ads are shown according to different  locations and cultures. The interesting thing is that very less is shown in media about the bad effects and negative side of skin whiteners. If we look at India, it is not hard to see that youths specially women are being obsessed by light skin. In cities like Mumbai and New Delhi, people are trying to accept their natural color tone. They are promoting things such as “dark is beautiful” and “beauty beyond colors”. This is a very slow action but definitely, people are starting to realize that “white is right” ideology is a complete myth.

It seems that people are not just making their face and arms light, but they are going beyond. The intimate skin lightening creams and other cosmetic things are becoming popular. People are going for their intimate areas and are being extreme. Bleaching one’s skin is becoming a common practice.  I wonder how will be the skin lightening trade after 5 or 10 years. Those who are more concerned about racism and discrimination are acting to solve the problems but that is not enough. We need to embrace and appreciate who we are, rather than trying to be who we are not. We need to see the problem from a different side. With the increase in intimate skin whitening, I wonder what will be the next, would it be lightening of your eyeballs or feet or something else.

“Recognizing” and “Understanding” Ikumen

by Chihiro Kobayashi

My mother and father both work as middle school teachers. Even though they engage in the same job, their life styles are very different. My mother’s day starts from cooking a breakfast for the family and making a lunch box for me. One hour later, my father wakes up and starts eating it as if it were air. As soon as my family finishes eating them, my mother washes the dishes and then starts hanging out the cloths to dry. After she finishes her paid work, she comes back to home earlier than my father to cook dinner for us.

Even though my mother works as same paid job as my father, she engages in much more unpaid housework than father. Since my grandmother has very strict and traditional idea toward gender role, my father is not allowed to enter the kitchen to help cooking and washing. My mother often told me that housework should not be the role of only women.

Recently, more and more Japanese women work outside to make money since only husband’s salary is not enough to support their family. Also, Japanese society itself wants to increase the working women because aging society will leads the less working generation. Even though the number of full-time housewife is decreasing and working women is increasing, the idea that housework is a role of women is still remained. As a result, women are struggling with the double burden of paid labor work and unpaid housework.

Since 2010, Ministry of Health, Labor and Welfare has started Ikumen project (育メンプロジェクト) which has established for the purpose of increasing the social momentum of male participation in child care.

Thanks to this project and other effects by mass media, the “recognition” of child caring father has widespread certainly. For example, the cooking book targeting men, Ryori Danshi (料理男子), is very popular and the number of cooking shows by men is increasing. Also, the drama and books talking about Ikumen is popular among women.

However, when I see around myself, there is not so many or no Ikumen yet. I wonder whether Ikumen really exist or are they just a fantasy made by mass media and government. I guess even though the “recognition” of Ikumen has widespread, the “understanding” toward Ikumen is not spread yet and that is why there is not so many or no Ikumen.

For example, I read an article about Ikumen and it described how Ikumen are seen from the Japanese society. When one guy brought his child to the hospital, the doctor asked him “Where is your wife?” Also, when he brought his child to the park, other mothers were talking that his wife depends on her husband, does not take care children and does not play a role as a housewife. Most of the Japanese people know and “recognize” the word Ikumen, but they, even women, still have traditional idea of gender role, and “understanding” of the Ikumen has not spread yet.

Though I do think Ikumen will play an important role in the Japanese future, I do not want to pressure and force every father to be an Ikumen. There is no correct one answer of the way father care their child. Some fathers prioritize their career up and get a better position, while others want to balance their work and housework. I can say the same thing to the women.

I think how parents share their work and housework should be depended on their choice, environment and values. Therefore, I think it is important to make a society which both women and men can share and choose their work and housework flexibly. To attain that society, I think one of the important first steps is to spread the “understanding” of Ikumen among Japanese society. If society flexibly accepts both shufu (主婦) and shufu (主夫), and people recognize and understand both of them, I believe Japanese traditional gender role will be changed.

The Miss Bronze Contest and Double Consciousness

by Han Si Hun (Jake)

In the book Shades of difference, Maxine Leeds Craig shows the complexity of colorism in the Miss Bronze contests in the United States, and the importance of color within the black community. The Miss Bronze contest can be considered a part of the African American tradition of developing institutions to facilitate black class movement. Contrasting to many earlier contests, the organizers wanted to break old relations between skin color and class position in black communities. Though the contest attracted many light-skinned black women, and these women often won the Miss Bronze title, the organizers purposely recruited contestants with darker skin. Their intention was to make the African American working class eligible to complete the performance of middle-class and femininity

Beauty queens often represent a nation, a region, or a race. Miss Bronze was selected to be a symbol for two audiences: one white and the other black. For whites, Miss Bronze’s attractive face and body could disprove long suffering representations of black women. Miss Bronze was able to prove segregationists wrong. Within black communities, Miss Bronze encouraged new ways of seeing beauty when the winners were of a darker type and fortified African American colorist hierarchies when their skin were light.

We can link this situation with double consciousness. It is a term that describes a person’s identity as having multiple sides. W.E.B. Du Bois, a famous American sociologist, first coined this term. Examples of double consciousness occur in public society through racism. Many people are stereotyped because of racism. The example of double consciousness can be found in our contemporary life as well. As there are still many inequalities based upon race that makes it difficult for black Americans to settle their identities as blacks and as Americans. Mass media shows us images of black men as athletes, rappers or criminals, and as a result white America identifies black men as such and young black males see these limited paths as their only options for advancement. This can contribute to social problem what black experience. For example, the African American have greater difficulty getting a job compared to whites (DeSilver, 2013). This is just one image of how the media, which is largely dominated by white executives, continues to assume the role of shaping the perceptions that blacks have of them (Pierre, 1999).

In conclusion, I think blacks still face discrimination and stereotypes in our contemporary society. Some white people still feel superior and they are sometimes mistreating others because of their color and ethnicity. I think whites need to acknowledge the struggles of  black Americans and recognize them fully as human and give them  respect. Furthermore, they should also fully unite with them in all development activities and plans of their country.


DeSilver, D. (2013, August 21). Black unemployment rate is consistently twice that of whites. Pew Research Center:

Pierre, C. L. (1999, June 4). Mass Media in the White Man’s World. Retrieved 11 11, 2013, from EDGE:

Media and Image: The Influence of Biased Images of Whites and Blacks on TV

by Yukako Ikezoe

Whenever we watch TV, don’t you feel any biased images or pictures are always produced to the audience? Personally, I do. Think about the images you have in your mind when you think of some American dramas or movies. What kind of roles you guys think black people represent mostly? What about roles of white people?

When we think of roles of black people in movies or TV dramas, it is easy for us to picture roles of black people which tend to give audience negative images or not really good images as white characters have. The “Magical Negro,” for instance, is one of the most remarkable characters mostly played by African American men. Those characters are always helping white characters to let them have better lives without considering about their own lives but for white characters. There is also the tendency that black people are regarded as the very actors for playing criminals as we often see them breaking laws such as drug dealers in movies and TV dramas. On the other hand, characters with good images such as a hero, popular students at schools tend to be played by white actors.

When talking about roles of white women, the show “Gossip Girls”, one of the great hits among American teen shows and continuously won many Teen Choice Awards from 2008 to 2010, is also a clear example. All the main characters are white, and white women in the drama are always having fun with guys, fashion, and make-up (, 2011). White girls on screen always make us feel jealous or desire to look like them as we see many articles or tutorials about how to look like them taken up by magazines and blogs on website. Women, especially teen girls, are really sensitive to that kind of information simply because whites seem like they most likely play gorgeous characters on TV and are regarded as role models or as good looking women. The image of white females on TV as roll models of being beautiful women, are repeatedly produced by TV to the audience so much that it is widely prevalent among other races including African American women.

Watching TV does play an important role for African American people, as the data complied by EURweb in 2010 shows that the average of African Americans watching TV was 7 hours and 12 minutes, more than the US average of 5 hours. It also shows Blacks are spending time on TV much longer than other races and its tendency is seen remarkably from the age of 5 up to teen. Based on the fact, TV is obviously one of the most important parts of their daily lives (Burton, 2011).

Hence, as Verna M. Keith says in her chapter “A Colorstruck World” of the book Shades of difference: why skin color matters, whites do not really see shades of difference in black skin, but blacks make a lot of distinctions. The strong desire to have lighter skin for Black women is also to come from the influence from Media. Whites distinguish only between Black and White because they do not have to care about their skin tones. It is easier for them to have similar looks as white women characters in dramas comparing to Black women or other races like Asians. In fact, it is hard for me to have a look like Whites who have completely different looks including different phenotypic characteristics. We do not really have to try to look like them, yet many women think they have to do so to look like whites, beautiful women. The majority of women do still desire to have lighter skins like Whites, which is because of the images and beauty standards of “Whites are beautiful” constantly produced and taught by media on which we casually spend time in our daily lives.


Burton, N. (2011). Nielesen study: Blacks watch more tv than any other groups. Retrieved from Success of gossip girl. Retrieved from

Glenn, Evelyn Nakano (Ed.). (2009). Shades of difference: why skin color matters. Stanford: Stanford University Press.

Travel Shows Mirror Japan’s Imagined Globalization

JAPANsociology got its first mainstream media citation, in a column by Philip Brasor in the Japan Times, “Travel Shows Warp True Globalization.”

Brasor notes the parochial nature of Japanese travel shows, which often depict the world outside Japan as worthy of fear and caution. To paraphrase Jennifer Robertson, such events are about presenting the world in a way that reduces the ontological anxiety  Japanese may experience when worrying about Japan’s place in the world.

The 2020 Olympics in Tokyo follow the 2005 World Expo in Aichi, and the 2002 World Cup in Japan and South Korea. Each event was to usher in a new era of internationalization, strengthening Japan’s connection to the rest of the world. Instead, we see the more things change, the more they stay the same. The question isn’t whether Japan is connected to the rest of the world, but how the Japanese people interpret that connection.

As WI Thomas and DS Thomas wrote in 1928, “If men define situations as real, they are real in their consequences.”

Filmmaker Dave Boyle talks with Ritsumeikan students

by Robert Moorehead

Dave Boyle’s films (Big Dreams Little Tokyo, White on Rice, Surrogate Valentine, Daylight Savings) blend English and Japanese languages, and American and Japanese cultures. In this video, he discusses “Big Dreams Little Tokyo” with a class of International Relations students at Ritsumeikan University. Boyle talks about the roles of language, culture, race, and stereotypes in the film, and the choices he made as an actor and a director.