Critical Race Theory (CRT) and colourism: a manifestation of whitewashing in marketing communications?
Critical Race Theory (CRT) and colourism: a manifestation of whitewashing in marketing communications?
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批判种族理论（CRT）和肤色歧视：营销传播中粉饰的表现？
DOI：
10.1080/0267257x.2020.1794934
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发表时间：
2020
影响因子：
4.4
通讯作者：
T. Mitchell
中科院分区：
文献类型：
--
作者：
T. Mitchell
摘要：本研究利用批判种族理论 (CRT) 的视角，探讨了色彩主义与印刷媒体营销传播中所谓的粉饰黑人女性肤色的做法之间的联系。之前的调查并未根据经验解决营销材料中黑人女性肤色的呈现。这项研究通过研究黑人女性的肤色在营销中的呈现方式来填补这一空白，并探讨了有关种族主义、肤色歧视和美感的相关问题。肤色的操作化也对方法论做出了重大贡献。提出了未来的研究和对营销管理的影响。
ABSTRACT Utilising the lens of Critical Race Theory (CRT), this study explores connections between colourism and the alleged practice of whitewashing the skin tones of Black women in print media marketing communications. Previous inquiry has not empirically addressed the presentation of the skin tones of Black women in marketing materials. This study begins to fill that gap by examining how Black women’s skin tones are presented in marketing, and explores surrounding issues concerning racism, colourism, and perceptions of beauty. There is also a significant contribution to methodology by the operationalisation of skin tones. Future research and implications for marketing management are suggested.