I know you’ve seen colorism in media, in marketing, in photographs, on billboards, in commercials, in print ads, in journalism and news articles. It’s everywhere!
So what can be done about it?
Let me explain.
In this article, I share specific insights and takeaways about colorism in visual and verbal media that anyone can use to help change the narrative.
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When it comes to addressing colorism in marketing or in media, it’s not just a matter of whether dark-skinned people are included. It’s just as important to be intentional about how they’re included. It’s a matter of both quantity and quality of representation, with quantity being one measure of quality.
Many people might be aware that racial stereotypes impact how people are treated in society. Negative racial stereotypes result in unjust brutality and killings by police officers, discriminatory hiring, discriminatory housing, malpractice in healthcare, and other social injustices. However, people are usually unaware that these stereotypes are significantly stronger toward individuals with dark skin tones, broader facial features, and afro-textured hair.
Changing the Narrative:
Change starts with building teams that include meaningful leadership and contributions by dark-skinned people.
It also requires an intersectional lens on representation. For examples, a common gap is along the axis of gender where assets include representation for dark-skinned men while missing representation for dark-skinned women.
Visual Rhetoric:
There are certain visual cues and patterns that can contribute to these narratives and reinforce the colorism hierarchy:
- Positioning of people within the frame (front and center vs. periphery and rear)
- Amount of time on screen
- Size of photographs (who gets full-page spreads vs. thumbnails)
- Placement of photographs (front cover vs. back cover)
- Quality face-time (close ups vs. long shots, frontal vs. profile)
- Quality lighting for darker skin tones
- Well-styled wardrobe, hair, and makeup (hire dark-skinned leaders and consultants)
- Overall color palettes
- Body language blocking
Verbal Rhetoric
Colorism is also frequently perpetuated in written media or in verbal phrases and statements. An example of how to shift perceptions and narratives with verbal rhetoric would be vigilance about phrases like “dirty brown,” and instead expanding your vocabulary to include phrases like “rich brown,” “warm brown,” or “deep brown,” etc.
We must also remember that verbal rhetoric is also what we don’t say. This is especially true when there’s a contrast in how you describe someone with lighter skin and someone with darker skin.
I saw this recently in the TV show Your Honor, where the dark-skinned woman flattered her light-skinned partner with phrases like “You’re perfect” and “Don’t worry your pretty face.” There were no corresponding compliments given to the dark-skinned woman.
The power of visual and verbal rhetoric is multiplied when they’re working in tandem. We must analyze both to fully understand how harmful narratives are created and perpetuated, and in order to change those narratives.
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Homework: Assess words and images you’re exposed to and the ones you use. Revise them to change the narrative about color and complexion.
Affirmation: I have agency to revise personal and systemic narratives.