Researchers have identified varied socializing factors that contribute to the perpetuation of colorism and its manifestations; however, there is strong evidence to suggest that family and media exert the greatest influence.
How are we socialized to internalize and endorse skin color hierarchies?
Familial Influence
The messages family members send to their children about skin color have a remarkable effect on the ways in which they evaluate others. In a qualitative study conducted by Wilder & Cain (2011), participants identified their maternal figures, such as aunts, mothers, and grandmothers, as the primary disseminators of skin color messages. From these individuals, women revealed that they learned to associate light with good and dark with bad.
More evidence of family members encouraging colorist ideologies can be found in the nonfictional book, “Don’t play in the sun: one woman’s journey through the color complex” (Golden, 2004). Poignant and frank, Marita Golden shares with the world her experiences with colorism and her mother's desire for her to stay out of the sun to prevent her from further darkening her skin.
Media Influence in the United States
Magazines, music videos, rap lyrics, movies, and television shows have historically played an integral role in the way in which African Americans are portrayed and stereotyped. Media outlets have also been largely responsible for perpetuating hierarchal perceptions of skin color.
Gracing the covers of editorials and garnering coveted movie and musical contracts are often lighter skin women. The exclusion of darker skin women in the media covertly supports the colorist message that "dark skin girls are not equally attractive". Moreover, to capitalize on the "aesthetic appeal" of lighter skin, some magazines have lightened the appearance of celebrities in pictures.
Colorism and the Socialization Process
Explicit evidence of light skin preferences can also be found in rap lyrics, where rappers proclaim a clear affinity for "red bones". Lil Wayne boldly states in his song "Rise Above It", "Beautiful black women, I bet that b&*^h look better red". In this backhanded compliment, Lil Wayne confirms that even the most beautiful dark skin woman would pale in comparison to a "redbone".
Stephens & Few (2007) found sexualized scripts within hip-hop to significantly influence how young boys and girls perceived dark and light skin women. The Diva, who is typically light skin, arrogant, and shown throughout hip-hop, was identified as most attractive. The Earth Mother, who is more grounded and spiritual, was identified as dark and ugly.
To hear some of the references to skin color within rap music, listen to the compilation below.
"Dark Girls"
"Dark Girls", a recent documentary produced and directed by Bill Duke, explores the challenges dark skin African American women often face as a result of their complexions. The narratives the interviewees share are ones that reflect the seriousness of colorism in the United States and the potential psychological consequences of elevating one skin color over another.
There has also been an uproar over the casting of Zoe Saldana to portray Nina Simone in the upcoming biopic. The clear differences in skin color is one of the reasons for the public disapproval.