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Though this wasn't physical whitewashing through skin whitening or hair relaxant, it is still considered whitewashing since a white actress was used instead of a Japanese one and the role was rewritten for a white actress. In 2017, Rupert Sanders’ Hollywood rendition of the 1995 Japanese manga Ghost In the Shell came under scrutiny for casting a white actress ( Scarlett Johansson,) to play the Japanese protagonist.
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A particular target of this outcry was the use of words such as "beautify" and "pretty" associated with the skin-lightening filters. The photo and video-sharing app, Snapchat, also attracted public criticism in 2016 for potential whitewashing in its photo filters. Other examples include celebrities such as Halle Berry, Brandy, Mariah Carey, Rihanna, Freida Pinto, Jennifer Lopez, Tyra Banks, Leona Lewis, Jennifer Hudson, Gabourey Sidibe and Queen Latifah, in which these figures were subjected to skin lightening during the editing stage of promotional photoshoots.
![rihanna skin whitening rihanna skin whitening](https://beforeandafter2015.files.wordpress.com/2015/03/beyonce.jpg)
This brought the corporation under fire for a significant period. Beyoncé Knowles' skin was digitally retouched to appear lighter in Elle magazine compare to the Essence magazine targeted at African American women.
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Popular examples Advertising Ī clear example of beauty whitewashing is a L'Oreal advertisement which used Beyoncé Knowles, it was printed in Elle magazine and Essence magazine. More people of color are being represented in the industry as of late, but whitewashing remains a prevalent issue that can affect self-image of young children whose races have been marginalized in film.'Ĭultural whitewashing is also common in the media, in which a culture's traditions are tweaked to satisfy Western stereotypes, such as in the popular film Step Up. This type of whitewashing is most common in the film industry and has been a issue since the beginning of Hollywood. This is not to be confused with blackface, which is when a person who is not Black attempts to portray a darker skin tone with makeup or digital editing.
#Rihanna skin whitening series#
Whitewashing can also be seen when a film or television series based on a book or other precedent decides to rewrite a non-white role as white and use a white actor to portray the role. Advertising companies often will airbrush their models to make them appear to have lighter skin, as seen in the L'Oréal campaign with Beyoncé in 2008. Whitewashing in Hollywood is a prevalent issue, often attributed to the lack of racial diversity in the industry itself. Whitewashing has been seen for years in the media, through film, photography, advertising, etc. Additionally, plastic surgery can be used to alter features to make them appear more European, such as double eyelid surgery. Whitewashing can be seen in the form of skin whitening, either digitally or with harmful skin bleaching products, or by chemically relaxing textured hair to make it conform to Eurocentric beauty standards Passage(s) to be sourced. Whitewashing can also present itself in the alteration of hair texture to resemble Eurocentric beauty ideals of straight hair Passage(s) to be sourced. – is, digitally retouched or physically modified to appear whiter. It describes a situation in which the skin tone of non-white people – when depicted in magazine covers, advertisements, commercials, music videos, etc. Whitewashing in beauty is a phenomenon in the intersection of the fashion industry, digital photography, mass media, marketing and advertising. ( Learn how and when to remove this template message) JSTOR ( January 2017) ( Learn how and when to remove this template message).Unsourced material may be challenged and removed.įind sources: "Whitewashing" beauty – news Please help improve this article by adding citations to reliable sources. This article needs additional citations for verification.