The European aesthetics of beauty and social rank have reached the shores of Africa, and are wreaking psychological and physical havoc on residents of Accra, Ghana, two new studies suggest.
In two examinations conducted last summer by Dr. Jocelyn Mackey, an assistant professor of psychology at Southern Connecticut State University, more than 200 Ghanaian students aged 8 to 18 consistently equated attractiveness, opportunity, power and acceptance with lighter skin color.
“The results from this study speak to the impact that the social and cultural climate has on the self-esteem of the Ghanaian students,” Mackey says. “But you also have to keep in mind that Accra is the capital city and its population has been more exposed than most of the country to Western culture and its ideals of beauty and success.”
Another study reveals that many Ghanaians are turning to harmful skin-bleaching products to lighten their skin in hopes of being perceived as more attractive and successful.
Yaba A. Blay, a doctoral candidate in Temple University’s African-American studies department, conducted a study last summer in which she surveyed approximately 600 residents of Accra and interviewed another 40 who reported bleaching their skin. Blay also interviewed government officials, medical personnel and product merchants, and reviewed public documents and media materials as source material for her dissertation, “Yellow Fever: Skin Bleaching and the Aesthetico-cultural Gendered Politics of Skin Color in Ghana.”
“Despite attempts by the Ghanaian government to ban bleaching products and the extreme health risks — including skin cancer, brain and kidney damage and sometimes death — the practice of skin bleaching is seemingly on the rise,” says Blay, a native of Ghana. “It appears that in the context of global White supremacy, skin bleaching represents an attempt to gain access to the social status and mobility often reserved not only for whites, but for lighter-skinned persons of African descent.”
This psychological phenomenon of extolling lighter skin is not exclusive to the Ghanaian capital city, Mackey says. Similar beliefs are present within populations in Central and South America, Italy, the Caribbean, India and Asia, as well as in the United States.
