The Media’s push of Colorist Stereotypes: Examining the impact colorist beauty standards in the media have on black women

Abstract

The purpose of this study is to examine the factors contributing to colorism against African American Women and how these factors affect them. While colorism is frequently studied, limited research has been completed about its portrayal in the media and how that representation impacts black women. Black female participants (N=35) were surveyed about their experiences with colorism and the factors promoting colorist ideals. Participants were asked a series of demographic background questions followed by a mixture of structured and open-ended questions that explored their perception of the media’s beauty standards and how such beauty standards affect their lives. The findings show the media promotes positive stereotypes of women with lighter skin, lighter eyes, and straighter hair and negative stereotypes of women with darker skin, darker eyes, and courser hair which doesn’t negatively affect darker skinned women’s self confidence or academics but their experiences. Major findings from this present study suggest that young black women feel pressured by contemporary American standards of beauty to look a certain way. These findings also reveal how society’s idealized beauty standards have a significant influence on black women’s overall self-esteem and body image.