Running head: CHANGING NOTIONS OF BEAUTY 1

Changing Notions of Beauty:

Media Portrayal and Skin Perception

A Research Paper Presented to

The Faculty of Languages Department

School of Liberal Arts

Ateneo de Zamboanga University

In Partial Fulfillment

of the Requirements for

English 112 (Research and Academic Writing)

Second Semester, Academic Year 2012-2013

by

Sheena Mae S. Alcala

Neferteri T. Najar

BS Mass Communications 1A

March 2013

CHANGING NOTIONS OF BEAUTY 2

Abstract

Due to the belief that beauty is associated with fair complexion, different whitening products are

being consumed by Asian people particularly by the Filipinos. This paper analyzed the

influences of mass media and skin care technology in creating notions of beauty among the

Filipinos. This study also revolved on the causes of having such belief and also the consequences

they can gain in using these products. Thirty students of Ateneo de Zamboanga University were

chosen through convenient sampling as respondents in answering issues on whitening products

and white skin preference. Interview was also conducted to clarify points of information about

the media‟s role on an individual‟s perception of beauty. Based on the result, most students

believe that media exhibit the idea that possessing white skin is beautiful. They also think that

women are more affected in the impact of white skin phenomenon. Moreover, the research

concluded that white skin is more preferred by the college students of Ateneo de Zamboanga

University.

Keywords: beauty notions, media and beauty, whitening products

CHANGING NOTIONS OF BEAUTY 3

Changing Notions of Beauty:

Media Portrayal and Skin Perception

by Sheena Mae S. Alcala and Neferteri T. Najar

Thesis Statement:

The existing cultural ideologies and the expanding power of the mass media influence the

Filipino notion on beauty that possessing fair skin connotes superiority thus viewed as ideal. This

results in obsessive patronization of whitening products and probable empowerment and

disempowerment of cultural identity.

Outline:

1.0 Introduction

2.0 Nature of Beauty

2.1 Global Notions of Beauty

2.2 Asian Concept of Beauty

2.2.1 Filipino Cultural Standards of Beauty

2.2.2 Notion of White Skin in the Philippines

3.0 The Use of Whitening Products

3.1 Harms and Benefits

3.1.1 Physiological Effects

3.1.2 Sociological Effects

4.0 Growing Consumer Culture in the Philippines

4.1 Status of Consumption of Whitening Products by the Filipinos

4.2 Influence of Mass Media on Beauty Ideologies

CHANGING NOTIONS OF BEAUTY 4

5.0 Conclusion

5.1 Empowerment and Disempowerment of Filipinos

CHANGING NOTIONS OF BEAUTY 5

1.0 Introduction

Queen Elizabeth I of England, known as the “Mask of Youth”, was famous for using

white lead to make her skin fairer (“History of cosmetics”, n.d.). People like her who are in

position are esteemed; they symbolize power, glory, and glamour. Their desire to be whiter

influences people on the grassroots level to believe that being white is the ideal kind of beauty. It

marked the phenomenon of stereotyped beauty and the dichotomy of race in the society.

White beauty is the modern trend in the Philippine culture as well as in many Western

ideology dominated countries in Asia. This demand led the media companies to advertise and

sell U.S. beauty products. As an ideal quality for an individual, having white skin which

connotes favor in American culture received a global value (Hunter, 2007).

The dominance of Spanish and American cultures and ideologies overshadowed the

appreciation of our own Filipino standard of beauty. For more than three centuries of

colonization by different nations who possessed Caucasian and Eurocentric features, social

stigma among the Filipino race had flourished. The notion that white is superior shaped our sense

of self-esteem, self-confidence and social acceptance. Today as we enter a world more modern

than ever, technology and mass media further reinforced our view that possessing white skin is

tantamount to greater and higher opportunities in the society (Hunter, 2007). Among the most

evident causes as to why Filipino consumers patronize such beauty treatments are: the increased

availability of whitening products in markets, the influences of media advertisements showcasing

the alteration of skin color, and the selection of white models by media. As recorded by the

market research company Synovate in 2004, the Philippines had the highest related consumer

rate among the countries Hong Kong, Taiwan, Malaysia and Korea (Dumlao, 2004 as cited in

Lapeña, 2010).

CHANGING NOTIONS OF BEAUTY 6

This paper intended to discuss that the existing cultural ideologies and the expanding

power of the mass media influence the Filipino notion on beauty that possessing fair skin

connotes superiority thus, viewed as ideal. This results in obsessive patronization of whitening

products and probable empowerment and disempowerment of cultural identity.

There are myriad of factors contributing to the idea of stereotyped beauty, however,

given the contemporary setting where the advancement of mass media and technology influence

and shape the perceptions and opinions of audiences, the research would substantiate the effects

and impacts of the exposure of college students of the Ateneo de Zamboanga University from

media implications.

Focusing on how cultural ideologies and historical notions on beauty related and

expressed in the Ateneo de Zamboanga University sets the parameter of the study. The exposure

of these young teenagers to mediated messages serves as the core subject of the study. This root

cause is eminent nowadays as most of them are exposed to different media outfits, particularly in

advertisements and inevitably give in to the messages relayed by the media.

Since it is the consumers who create the demand on the whitening products market and

the media industry, this paper further studied the integrated sense of appreciation for white skin

referred to as the new global beauty by the Filipinos (Hunter, 2007).

There is a growing consumer base for whitening products in the Philippines. While one

must respect the choices of individuals in how they would want to look, this popular choice to

have and preference for white skin seem to present some physiological, sociological harms,

including some possibilities of disempowering a cultural or personal identity. The study sought

to answer the following questions:

1. What could have caused this surge in preference for white skin and whitening products?

CHANGING NOTIONS OF BEAUTY 7

2. What is technology and media‟s role in promoting such a preference?

3. What are the implications for this preference in terms of cultural and personal identity?

2.0 Nature of Beauty

2.1 Global Notions of Beauty

There is no clear-cut reason as to why we give importance to our skin tone. Accordingly,

“it attracts the mind; it is the focus of passionate sentiments and beliefs” (Shils, n.d. as cited in

Erhlich & Feldman, 1977, p. 3). We can say, therefore, that man is sensitive to what he sees.

On the other hand, an underlying role of skin color is related to a presumed hierarchy of

individuals in the society along with the distinction of rights. This resulted in the idea of

frowning upon the dark-skinned people in sociopolitical aspects and connoted as negative

symbols. Such cultural beliefs triggered a gap among the Whites and the Blacks in the United

States back in 1970s, where skin tone shaped their socioeconomic status, income, job and

education (Erhlich & Feldman, 1977). Even among the black race, social division and

acceptance are evident. Light-skinned Blacks experience higher opportunity than that of the

dark-skinned Blacks who are found in isolated and poorer communities (Hochschild & Weaver,

2007).

European and Western cultures play a big role in the global notion of beauty. Indian, East

Asian, Filipino, Latino and African women give in to such idea to the extent of patronizing

beauty treatments to attain Eurocentric features – fair skin, for example (Hall, 2005). They tend

to conform to what the social norms view as ideal.

CHANGING NOTIONS OF BEAUTY 8

In South Asia, white skin is an indicator that one belongs to a wealthy family and

considered as a sign of power, authority and innocence, while dark skin symbolizes working in

field under the sun. The selection of white skin can also be seen in South Asian Films. The

protagonist is fair and attractive while the villain is dark. Marital articles and websites also

expose the effect of young women‟s skin color on her salability to their lifetime partners (Ravi

Shankar & Subish, 2007). The dominance of white skin has been common and has been

flourishing in different places.

2.2 Asian Concept of Beauty

Studies of Asian Market Intelligence have shown that for an Asian to believe that one is

beautiful, one must be white (Lee, n.d.). An Asian saying states, “one white cover-up three

ugliness” (Martin, 2009). Whitening products are consumed by 50% of women in Taiwan, Hong

Kong, South Korea, and the Philippines in the year 2004 according to the research of Synovate, a

global research company (Cerrer, 2010). White skin can also make skin appear younger because

it conceals signs of aging including dark spots and wrinkles. Different whitening products such

as deodorant, lotions and beauty merchandise were being purchased by Asian people (Chin,

n.d.). In fact, 70% of Asian men want women who have lighter complexion (Lee, n.d.). Asian

people pay for about $300 to $500 per session just to be white. Creams, lasers and surgeries were

also used by the doctors in Taiwan to their patients to have pale skin (Martin, 2009). Most Asian

people think that having darker skin can affect their job prospects (Chin, n.d.).

For centuries now in Southeast Asia, fair skin symbolizes nobility. This is due to the fact

that only wealthy individuals stay indoors while blacks are the ones who work in the field under

the heat of the sun (Bray, 2002). Goddesses an0064 beauties were also portrayed having whiter

CHANGING NOTIONS OF BEAUTY 9

skin in Japan and China. Possessing this skin color automatically relates to wealth and elegance.

Skin color was the basis of social status that is why many practice the use of whitening products.

Ancient people also developed many ways to achieve a fair skin. They even rinse rice water and

spread animal waste on their faces (Lee, n.d.). In China, they crush and ingest pearl for them to

have pale skin. Geisha girls of Japan also apply powder on their faces (Wai-kei, n.d. as cited in

Bray, 2002).

Before, Filipinos glorify having "morena” complex as their skin tone. In fact, Filipino

described Maria Clara has dark skin. However, the perception of Filipino about beauty has

changed when Filipinos were mixed with Caucasian (J.P., 2010). They were ruled by the Spanish

for over 300 years and Americans for 50 years (Cerrer, 2010). It was when Filipinos began to

appreciate more the pale complexion (J.P., 2010).

In view of the fact that the consumers construct the demand of the whitening products

market and the media industry, a survey was conducted to analyze the appreciation of white skin

of the Filipinos (Hunter, 2007). The survey verified the idea presented if it is applicable in

Filipino community particularly in the Ateneo de Zamboanga University. 30 college students of

AdZU were chosen as the respondents of the survey through purposive stratified sampling

wherein the population of the AdZU was grouped accordingly to the 6 academic organizations

present in the university. Each academic organization has 5 respondents to answer the prepared

survey questionnaire. Moreover, this research aimed to come up with a justified result on the

cultural meanings of beauty in the Ateneo.

CHANGING NOTIONS OF BEAUTY 10

Figure 1. The Preferred Skin Tone of AdZU College Students.

Figure 1 shows the preferred skin tone of AdZU College students. The result showed that

many (87%) of the respondents prefers possessing white complexion. Only some (13%) of them

chose to have dark skin.

In deeper analysis, the concept of beauty nowadays in the Philippines has changed.

Filipinos start to appreciate the white complexion even more and starts to eliminate the typical

Filipino beauty which is having “morena” complexion. The result only proves that the Filipinos

appreciate the value of possessing white skin (Hunter, 2007).

The typical beauty of the Filipino nowadays is not anymore dark skin (Cerrer, 2010).

Some Filipino who have brown complexion segregate themselves from those who are darker.

The discrimination in skin color then took place in the Philippines (J.P., 2010). Dark-skinned

people were unnoticed as represented by the media (Cerrer, 2010). Media also depicts the whiter

one as wealthy, pretty and successful (J.P., 2010). This is not only because of the advertisements

87%

13%

Given the chance to choose or alter your skin tone,

which do you prefer?

Fair skin

Dark skin

CHANGING NOTIONS OF BEAUTY 11

in televisions and other media but also because Filipinos approved having whiter skin and apply

it in practice (Lapeña, 2010).

One of the guidelines of being beautiful is possessing white skin. Filipinos are famous of

being a lover of beauty. In fact, even if one is not naturally beautiful, if he or she can afford then

being beautiful is attainable (Samson, 2010). Nowadays, women pay much money just to make

sure their faces would be white (Chin, n.d.). Over 85% of Filipinos desire to have fairer skin.

Beauty businesses in the Philippines were mostly composed of different whitening products.

According to the studies of Synovate, with 1 out of 2 women, Filipinos are the top users of

whitening products (Moral, 2012).

However, Filipinos who are using these products do not think about the possible harms

that they might experience. Some whitening products can cause skin diseases and worse, result to

skin cancer due to loss of melanin in the body (Easton, 1998).

3.0 The Use of Whitening Products

In Asia, beauty, wealth, and success are associated with lighter skin. Because of this

belief, whitening products are flying all over the markets in the world (Shome, 2010). These

whitening products can be a threat to one‟s health if not properly used. Individuals who abused

these products have the chances of getting severe implications (Davis, 2010). In 2002, the largest

outbreak of toxic creams took event; 1,262 users of whitening products contacted a Hong Kong

health department when Rosedew and La Rose Blanche, these whitening products were found

out to have between 9,000 and 65,000 times of suggested mercury level. A woman was admitted

to a hospital and 13 consulted skin specialists (Bray, 2002). There are favorable outcomes in

CHANGING NOTIONS OF BEAUTY 12

using whitening products. However, altering one‟s skin tone to certain extents has corresponding

negative effects both in physiological and sociological aspects.

3.1 Harms and Benefits

Physiological Effects

Using whitening products have positive physiological effects to an individual. Some

whitening products can help remove the discoloration on a person‟s skin including freckles,

spots, blemishes and acne (“Skin Whitening Creams Benefits and Problem”, n.d.). It does not

just help whiten the skin but it also covers signs of aging such as wrinkles (Chin, n.d.). However,

these positive effects will only be effective when one uses the right product (“Skin Whitening

Creams Benefits and Problem”, n.d.).

Some whitening products also have safe ingredients. When used externally, these

substances do not have any negative effects on the body. The Arbutin is an ingredient taken from

blueberry plants and it helps avoid skin discoloration. The second one is the retinol that has

vitamin A and helps make the skin softer and lighter (“What are the Benefits of Whitening

Creams?”, n.d.). Third, the licorices that can help prevent UV-B that causes pigmentation and

other skin problems. Fourth, the Kojic acid that plays an important role in bleaching agents that

helps prevent the production of melanin in our body. Fifth, the Vitamin C that inhibits skin aging

and Vitamin A that helps treat skin diseases like vitiligo, hyper pigmentation, melasma and skin

infection (Shome, 2010).

However, there are also negative effects that we can get from these products. There are

some substances that can cause skin allergies and health problems. These following substances

are often mixed with different kinds of whitening products.

CHANGING NOTIONS OF BEAUTY 13

Corticosteroid helps remove scars and blemishes but overexposure to this substance can

lead to increased appetite, weight gain, deposits of fat in chest, face, upper back, and

stomach, swelling, slowed healing of wounds, osteoporosis, cataracts, acne, and muscle

weakness (Lapeña, 2010).

Glutathione is an antioxidant produced by the liver. The side effects of this antioxidant,

it prevents your skin to turn dark that is why it makes a person white. But there is no clear

explanation about its safety (“The Dark Side of Glutathione”, 2011).

Hydroquinone is one of the components of whitening products. It is also used in

processing of photo and rubber. It was banned in Europe because of cancer risk (Lapeña,

2010).

Mercury is very helpful when it comes to whitening but it can harm our nervous system,

kidney, and, specifically, the emerging brain of a fetus and child. It can also result to

convulsion, coma and death (Wai-kei, 2000 as cited was cited in Bray, 2002).

A team of Harvard researchers found out that a consumer who uses skin-bleaching

creams with high level of mercury can experience mercury poisoning. For instances where a

pregnant women is exposed to the use such product, her child might suffer from mercury

poisoning as well. However, consumers in Latin America, Africa and in many Asian countries

tend to neglect these harms as their desire of possessing fairer skin weighs more (Hunter, 2007).

Individuals who are not using whitening products but are exposed to mercury can also be

in danger. For example, when a child inhaled mercury even without applying the cream or if one

touches the skin of the user and put his or her hands in the mouth (Antonio, n.d. as cited in

Hicap, 2012).

CHANGING NOTIONS OF BEAUTY 14

Using skin whitening products can be really dangerous especially to those people who

cannot afford expensive whitening products but want to achieve fairer complexion. This would

lead them to buy illegal bleaches and creams or products, sold at affordable prices, which were

banned by the government due to high mercuric chloride. Another reason why these products are

dangerous is that it can lead to loss of melanin. The fairer complexion a person have, the more he

or she is prone to skin damage and skin cancer (Gonzales, n.d. as cited in Martin, 2009).

Sociological Effects

Colorism is a practice wherein skin color is the basis of discrimination. It is said that

white is more favorable than dark complexion. According to research, smaller incomes, longer

prison terms and fewer job prospects are linked to people who possess dark skin (Nittle, n.d.).

Skin complexion plays an important role on salability to marriage partners because of the

belief of being beautiful is linked with fair skin. Those who have white skin can easily find

partners rather than women who have darker complexion (Nittle, n.d.). According to Asia

Market Intelligence survey, about 70% of Asian men wants partner who possess whiter skin and

three quarters of Malaysian men believe that if their partner have lighter skin, they are more

beautiful (Lee, n.d.).

There are also negative effects on the self-esteem of a person. Individuals who used

whitening products are seemed to be not contented with what they look. They do not learn how

to appreciate themselves and thus, change their identity for the sake of being beautiful. On the

other hand, possessing white skin has positive effects on the self-esteem of a person. Some

individuals used it for them to eradicate the discolorations of their skin. It can improve their self-

esteem if this discoloration will get back from its natural skin tone (Starr, n.d.).

CHANGING NOTIONS OF BEAUTY 15

Additionally, to determine which group of individuals is more affected by the preference

for white skin – male or female – a survey was conducted to Ateneo de Zamboanga University

students.

Figure 2. Perceived Impact of White Skin Phenomenon on Gender Classification.

In this figure, most (28) respondents think that women experience more impact on white

skin phenomenon. And only few (2) of them thinks that both men and women are affected of

this white skin trends.

Women are mostly affected by this trend. This is due to the fact that most women think

that having whiter complexion will make them look younger and believe it can attract opposite

sex according to Synovate research.

0

5

10

15

20

25

30

MEN WOMEN BOTH

CHANGING NOTIONS OF BEAUTY 16

4.0 Growing Consumer Culture in the Philippines

4.1 Status of Consumption of Whitening Products by the Filipinos

Hunter (2007) exemplifies the Philippines as “a good example of the intersection of

internalized colonial values and the cult of the new global beauty” (p. 247).

In the global view, skin color had been the basis of beauty. Supported by the study of the

Human Relations Area Files, fifty one (51) but four (4) different cultures prefer lighter skin (Van

de Berge & Frost, 1986 as cited in Li et al., 2008).

In Asia, skin-whitening market has been experiencing an upsurge in the global market

since the 1970s. This is due to the increase of the impact of standardized beauty among the

middle-class consumers (Tan, 2012).

Synovate, a London-based market research firm, found that four (4) out of ten (10)

women are consumers of skin whitening products in the Asia-Pacific region. It ranges up to

US$13 billion of worth in the beauty business of US$80 billion. The growing consumerism

includes both Asian women and men who are patrons of skin whitening products. This

productive marketing is an offshoot of the expanding cultural ideologies of beauty by the Asians

(Tan, 2012).

Among 2, 496 respondents from five (5) Asian countries: Hong Kong, Malaysia, Korea,

Philippines and Taiwan, the 2004 Synovate survey showed that the Philippines has the greatest

number of whitening product consumers (Chavez, 2011). Moreover, it presented the reasons why

women desire to have a fair complexion: 61% of the respondents perceive that white complexion

will make them look younger; 49% of them aim to cover aging marks; and, 43% believe that

white complexion will attract the opposite sex.

CHANGING NOTIONS OF BEAUTY 17

As presented earlier, there were cited possible and probable harmful side effects with the

use of skin whitening products. To see if these are considerations in the use of Filipinos of

whitening products, the researchers have surveyed a sample in the Ateneo de Zamboanaga

University.

Figure 3. Awareness of Ateneo College Students on Skin Whitening Products.

Health Implications

This shows that most (16) of the respondents think that whitening products are not

dangerous to one‟s health while some (12) of them think that it is harmful to us.

It is interesting to know that some AdZU college students do not know or do not believe

that whitening products can be a threat to one‟s health. We can say that this is one of the reasons

why most Asian people continued to consume these whitening products because they either lack

knowledge about its effects to one‟s health or they fend it off as negligible consequences.

43%

57%

Is being exposed to the use of skin whitening products harmful to

your health?

YES NO

CHANGING NOTIONS OF BEAUTY 18

The prevalence of mass media and whitening products in the market along with skincare

technologies impacted the economy of the country.

In the Philippine skincare industry, a twenty-two billion peso market, whitening products

among other skincare products are in demand (Cerrer, 2010).

4.2 Influence of Mass Media on Beauty Ideologies

Mediated information had influenced us in our way of living (Jamieson & Campbell,

1983). The media serve a variety of ideas which influence our choices and perceptions in life.

We look at these ideas as the norm and that we conform to these usually without weighing the

negative and positive effects of their presentations (Laig, 1985). Consequently, the impact of

media has been evident in our behavior.

To verify this information, an interview was conducted with an Ateneo de Zamboanga

University communication instructor regarding the influence of mass media on beauty

ideologies. Joseph Roger Subong, instructor in the Communication Department of AdZU,

confirmed that the media has the power of setting the agenda (personal communication, February

13, 2013). Media portrayals create a trend in the market industry and later factor in the culture of

the consumers.

The prevalent involvement of the media had resulted to the widespread ideologies of

racism and colorism (Hunter, 2007). Fairness in complexion as an object of desire was seen as a

commodity by the media industries as well as the cosmetic products manufacturers. Capitalizing

on desires of peoples is quite natural for profit-seeking entities because this desire will fuel a

demand for products which can satisfy such a desire, and thereby create a buying public. If there

is much investment in this desire to the point that people believe that this commodity, i.e. beauty

CHANGING NOTIONS OF BEAUTY 19

treatment or whitening products, is valuable, then there is more profit for those who are making

business on it. This notion led to an increase in market elevating the possession of white skin

(Ravi Shankar & Subish, 2007). This is also the reason why the desire for white skin has been

reinforced by the mass media (Li et al., 2008). From motion pictures down to prints, selection of

white models is the common trend (Hunter, 2007). Take for example the advertisements on ideal

beauty with an intention to persuade audiences, consequently, audiences‟ perceptions tend to be

influenced (Belk & Pollay, 1985 as cited in Li et al., 2008). Such selection has an external factor

contributing to the appraisal of Western standard of beauty (Leong, 2006 as cited in Dworek,

2010).

Mass media pose a hierarchy of values on the dark complexion and the white

complexion. Thus, stereotyped beauty had been evident (Leong, 2006 as cited in Dworek, 2010).

Ideas pertaining to the preference on skin tone had been associated to different aspects of living

such as social involvement and self-image. It is mostly through advertisements where these

messages are projected. The dominant presentations glorifying the beauty of fair skin is seen in

most of on screen and print advertisements connecting it with positive consequences, like,

success, opportunities, confidence and respect. Appreciation of white skin had been the trend for

both male and female which led to the patronization of whitening products (Ravi Shankar &

Subish, 2007).

To further strengthen the claim that media prefers white skin over dark skin in its

portrayal, the researchers have tested the waters in Ateneo de Zamboanga University when the

researchers asked respondents to answer if media really prefers white skin.

CHANGING NOTIONS OF BEAUTY 20

Figure 4. Media Portrayal and White Skin Preference.

This shows the perception of AdZU students if media really prefers white complexion.

Majority (22) of the respondents agree that media exhibit the idea that possessing white skin is

beautiful thus prefer fair-skinned models. Only (8) of them disagree that media do not prefer

white skin.

Students thinks that media prefers white than of those who possess dark complexion. We

cannot also deny the fact that the protagonists in South Asian Films are mostly portrayed as fair

and beautiful.

The selection of fair-skinned and light-eyed models in media adverts is not mere face

value. In the Asian context, among the myriad of factors which induce Asians to valorize white

complexion is colonialism which had been a mark of the past. However, in the contemporary

age, the dominance of the West still persists and this is through the presence of Caucasian

models in a number of Asian media adverts (Li et al., 2008). This media preference conveys and

triggers a deeper notion – as white beauty is eminently appreciated, those who are of dark

complexion tend to feel inferior (Nair, 2003 as cited in Dworek, 2010). Li (2008) explains,

73%

27%

Do media portrayals and selections prefer more white?

YES NO

CHANGING NOTIONS OF BEAUTY 21

“differences in skin color are not only perceived as marking physical differences between and

among groups of people, but also to mark social and cultural distinctions in terms of racial and

historical background” (p. 445).

Viewed as ideal, white skin has been related to the perceptions of gender and cultural

identity in terms of creating an image of white beauty especially in non-white culture (Li et al.,

2008). Most of the time, white skin is associated with upper class images, luxury, prestige and

success in Asian cultures (Rhada, 2007 as cited in Li et al., 2008).

These associations lead those who are of dark complexion to engage in altering their skin

tone believing that in such way they will achieve all the positive offshoots related to the

possession of white skin (Li et al., 2008).

The standardized beauty notion by the mass media creates a stigma among individuals of

dark complexion (Kim, 2009 as cited in Dworek, 2010). Another factor that prompts the

audience of dark complexion to use whitening treatments is the prominent celebrities who

portray the possession of fair skin as an ideal feature. In Asia, celebrities with white skin also

link their success with their complexion (Miller, 2003 as cited in Li et al., 2008). As these media

icons project high and esteemed position in the society, those who are on the ground receiving

this message tend to imitate what is seen as ideal (Kim, 2009 as cited in Dworek, 2010). Thus,

altering skin color implies success in achieving an ideal image.

Technology advancement in contemporary age also plays an important role in the

influence of the mass media. Rampant airing and posting of skincare product advertisements

accompanied with skincare treatment technology promising a more effective and healthier way

of altering skin color makes the idea of beauty more attractive to the consumers (Li et al., 2008).

CHANGING NOTIONS OF BEAUTY 22

Afraid of failing in achieving the social implications of white beauty, consumers opt to give in to

the trend led by the media.

The perception of possessing white skin reinforces the tendency of giving in to whitening

treatments to level with the desired aesthetics among the society which had been viewed as the

norm. This is because mass media icons and portrayals are seen as trend setters and opinion

leaders which lead to a noticeable impact to the audiences (Baxter, 2000 as cited in Dworek,

2010).

The widespread media portrayal of standardized beauty mainly affects those who belong

to countries with less white skin population, particularly in Asia (Hossain, 2008 as cited in

Dworek, 2010). The existing postcolonial Asian notion on the possession of white skin triggers

the advancement of skin tone alteration in market industries (Goon & Craven, 2003 as cited in Li

et al., 2008). Even the Third World countries give in to the influence of what the media

communicate (Hunter, 2007). This idea is further analyzed in the survey below:

Figure 5. Influence of Whitening Products Advertisements on AdZU College Students.

9

21

How did you respond to these adverisement?

Wanted to try the advertised product Disregarded the advertisement

CHANGING NOTIONS OF BEAUTY 23

Figure 5 shows the influence of whitening products advertisements among AdZU college

students. They were asked how they respond to these commercials that were shown in different

kinds of mass media. Majority (70%) disregarded these advertisements. Only few (30%) of them

wanted to try the advertised product.

It is interesting to note that AdZU college students are not directly affected with what the

mass media communicate. Analyzing the result of the survey, it showed that the respondents do

not pay much of attention to what they see portrayed in skin whitening product advertisements.

Figure 6. Exposure of AdZU College Students on Skin Whitening Product Advertisements.

As revealed by Figure 6, almost all of the AdZU college students are exposed to different

skin whitening product advertisements. A great majority (93%) of the respondents encountered

93%

7%

Encountered Skin Whitening

Product Adverts

Not Encountered Skin

Whitening Product Adverts

CHANGING NOTIONS OF BEAUTY 24

skin whitening product commercials in different media outfits. Very few (7%) of the respondents

stated that they never had encountered a skin whitening product commercial.

This reveals that media has a very extensive reach so as to expose a almost all

respondents to skin whitening products. This result underlines the scope of influence of mass

media. As a probable basis for Figure 5, the researchers say that advertisements in this sense

must have driven the desire to use whitening products. However, the follow-up question for this

point in the survey disproves this as the basis for the use of Ateneans of whitening products.

Figure 7. Skin Whitening Product Consumer Rate among AdZU College Students.

As can be seen in Figure 7, there is a substantial number of students in AdZU who had

used skin whitening products. Many (53%) of the students admitted that they had used skin

whitening products while a sizeable number (47%) also says that they did not use such products.

The point remains, however, that a greater number of the respondents used whitening products.

53%

47% Used Skin Whitening Product

Did Not Use Skin Whitening

Product

CHANGING NOTIONS OF BEAUTY 25

Provided the aforementioned interpretation, previous researches on the growing

consumerism in the Philippines can be applied to the Ateneo community where skin whitening

products are notably valorized. This brought us to an idea that AdZU college students give value

to the possession of white skin.

However, in the context of mass media as a trend setter, we can conclude that there is an

indirect effect to the consumers. The existing Filipino cultural meanings of beauty influenced by

Western countries, the constant portrayals of the white complexion as the ideal beauty and,

possibly, the emerging skincare technologies contributed to the desire for white skin among the

Ateneans. In the present, it is observable that the appreciation of white complexion is prevalent.

Thus, the notion of beauty had been a culture conformed by the Ateneo community. This

contention presents the idea that the culture practiced by the society shaped the perception of the

respondents.

Table 1

AdZU College Students Perceptions on Skin Tone

SKIN BEAUTY POWER RESPECT HIGH

SOCIAL

CLASS

NEITHER

White Skin 14 2 3 12 12

Dark Skin 12 4 6 2 14

Table 1 shows the perceptions of AdZU college students with regard to white and dark

skin. The highest scorers in interpreting the implications of white skin are “beauty” with fourteen

(14) remarks, “high social class” with twelve (12), and “neither” with twelve (12). The highest

CHANGING NOTIONS OF BEAUTY 26

scorers in interpreting the implications of dark skin are “beauty” with twelve (12) remarks and

neither with fourteen (14).

Interpretations of white skin show that primarily that white skin is equated with beauty

having the highest number of remarks and secondarily high social status. This verifies the deeply

entrenched notion of beauty in the Filipino culture. It is interesting to note, however, that

“neither” or “white skin does not mean any of the following” also garnered high remarks, equal

to that of high social status. There seems to be strongly contradicting implications of white skin.

This might foretell a movement which says that the cultural notion of beauty must be reverted.

Nonetheless, the fact that there are more remarks under beauty than neither also means that the

cultural notion is more established than the probable “counterculture”. Additionally, inconsistent

remarks, checking both neither and another remark, might be a possibility which invalidates the

respondent‟s individual remark.

Interpretations of dark skin show that primarily it does not mean beauty, power, respect,

or high social class with “neither” having the highest number of remarks. This is in line with the

ingrained cultural notion of beauty. Interesting, there is a substantial amount of remarks relative

to the number of remarks under “neither” which say that dark skin implies beauty. This is as well

in compatible with the earlier suggestion of a “counter-culture”.

Across both rows, white skin and dark skin, it is notable to see that white skin is

considered by more as a symbol of beauty, high social status than dark skin is. Dark skin, on the

other hand, is more considered as to not fall into any of the remarks than it is for white skin.

Interestingly, dark skin is more considered as a symbol of power and respect than white skin.

This may seem attributes of an impending “counterculture” if there are any.

CHANGING NOTIONS OF BEAUTY 27

However, the tendency of immediately accepting and applying the face value notions

projected by the media must be changed. Audiences should be critical in weighing both the good

and the bad ideas relayed by mass media (Jamieson & Campbell, 1983). Otherwise, they will fall

easy prey to profit-seeking companies who more often than not may disregard the consumer‟s

welfare and disempowerment of people of color.

5.0 Conclusion

Among the myriad of factors influencing the perception of the Filipinos on skin tone and

beauty, the existing cultural ideologies and the expanding power of the mass media, technology

and corporate influence are the identified drivers of such perception. This results in obsessive

patronization of whitening products and probable empowerment and disempowerment of cultural

identity.

In the contemporary age, Filipinos‟ perception of beauty had been reinforced by the

existing meanings of beauty attained during the midst of Western colonization. The presence of

media as well factored in the reinforcement of notions of beauty in the Philippines. The messages

relayed by the media had been part of our daily lives. The media not only influence our

perceptions but also make the society see ideas to be more acceptable and ideal, thereby making

these ideas the trend (Hunter, 2007). Caucasian and Eurocentric beauties had been the ideal in

the media industry, from the selection of models to the portrayal of the possession of white skin

as the contemporary ideal beauty. Elevating demand of consumers, which came as a result of

media portrayal, caused dramatic growth of the Philippine markets for whitening products (Ravi

Shankar & Subish, 2007). Additionally, the survey conducted by the researchers show that most

CHANGING NOTIONS OF BEAUTY 28

of the Ateneans perceive the possession of white skin connotes beauty and high social status. It

all boils down to the idea of empowering oneself through attaining white complexion.

Moreover, the emerging developments in media and technology play a big role in

promoting this contemporary idea of beauty. While media appears to be the trendsetter,

technology is the supporter of created trends, because of its positive contributions in the creation

of different whitening and beauty treatments (Hunter, 2007). Recent technology has made

looking the way one wants to look like easier achieved and safer than before. Although the

Filipino preference for white skin through media had been apparent as noted in the study, in the

AdZU context most of the students are not enticed to believe and be influenced by

advertisements in media.

The preference for white skin implies the existing cultural appreciation for Western

beauty triggered by the prevailing representations by the mass media in the present (Hunter,

2007). The survey conducted showed that 87% of the Ateneans personally prefer white

complexion and 83% perceive that white skin is more preferred in the Ateneo community. The

apparent preference for white complexion is associated with high social status, beauty and

power. The dramatic growth of whitening product consumer rate in the Philippines can be

analyzed with the objective of leveling with the ideal beauty accepted by the norm as they seek

for empowerment (Tan, 2012). This is detrimental to the supposedly natural appreciation of

beauty for the Filipinos; the appreciation for “morena” complexion sees no place in the

contemporary age.

In summary, the study focused on the factors that influence the perception of beauty in

the Filipino context. As a test on the principles and information gathered, respondents chosen

through purposive sampling in the Ateneo de Zamboanga University were surveyed.

CHANGING NOTIONS OF BEAUTY 29

Additionally, a personal interview with a Mass Communication faculty was conducted to verify

the ideas gathered from these published sources particularly regarding the influence of media in

white skin preference. As analyzed in the study, the desire for white skin is indeed prevalent in

the Filipino community (Hunter, 2007). The existing cultural meanings of beauty and the

emergence of media and technology are the main factors highlighted in the study. Even though

the survey showed that AdZU college students are not enticed with the advertisements they see

about whitening products, a substantial number still believe that white or fair complexion is more

preferable and use whitening products.

Two interesting points that were not discussed extensively in this research are: first, the

difference in the extents of impact on men and women by norms, media, and technology as

related to their use of whitening products and subscription to related treatments; and, second, the

suggestion of the survey results shown in Table 1 that there might be an impending

counterculture to counterbalance the deeply ingrained cultural notion that white skin is beauty

and high social status. The researchers recommend more exploration in these areas.

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Appendix A

13 February 2013

Joseph Roger Subong

Faculty

Communication Department, School of Liberal Arts

Dear Mr. Subong:

Peace!

Thank you very much for accommodating my students, Sheena Mae S. Alcala and Neferteri T.

Najar, for an interview. It is a special opportunity for us here in Ateneo de Zamboanga

University to be given the privilege to interview busy people like you.

This activity is part of students‟ requirements in English 112. It aims to do the following:

1. develop the students‟ communication skills;

2. introduce the students to the basics of conducting interviews;

3. enhance their ability in asking logical questions;

4. develop their skills in writing, organizing, and synthesizing ideas through a research

paper;

5. expose them to the environment outside their academic subject; and

6. enhance their self-confidence in meeting people outside their social circle.

Enclosed is an evaluation sheet. Please evaluate the conduct of the interview according to the

criteria. Feel free to write anything that will help your interviewers improve their performance.

Your evaluation will later be shown to the students to help them identify areas where they can

improve. Finally, please allow the students to record the interview for reference purposes.

Your willingness to be interviewed is a big contribution to the holistic development of our

students.

Again, thank you very much.

Sincerely,

____________________________________

Faculty

Languages Department, School of Liberal Arts

Changing Notions of Beauty:

Media Portrayal and Skin Perception by Sheena Mae S. Alcala and Neferteri T. Najar

Interview Questions:

1. Why do many people believe that in order to be beautiful, one must possess fairer skin?

2. What is the media‟s role in promoting such notion on beauty?

3. Given the innumerable portrayals and selections of white beauty by the mass media, is it

justifiable to blame the media for initiating the loss of the Filipino identity - the morena

complexion?

4.

5. Do media simply cater the demand of the people or their self-interest, i.e. business profit,

given that the media has the power to manipulate the content of what they communicate?

6. Do you have any recommendations as to how the audience should view the messages

relayed by the mass media?

Appendix B

Changing Notions of Beauty:

Media Portrayal and Skin Perception By Sheena Mae S. Alcala and Neferteri T. Najar

Our study intends to describe the existing cultural ideologies and the expanding power of

the mass media to the Filipino notion of skin tone. This survey will serve as our basis on

discovering the meanings of beauty among college students of Ateneo de Zamboanga University.

We will definitely appreciate your honest responses in completing this questionnaire. We

will make sure that all information you share will be used only in the stated study and will be

kept confidential.

I. Personal Information

II. Please mark your preferred answer by placing a check in the circle beside your

chosen answer. You are to mark only one answer unless stated.

1. Have you ever used any skin whitening product?

Yes

No

2. Have you ever encountered advertisements on skin whitening products?

Yes

No

3. How did you respond to these advertisements?

You wanted to try using the advertised product

You disregarded the advertisement

Name (Optional):

Age:

Course & Year:

Gender:

4. Where do you usually encounter advertisements on skin whitening

products? You can mark MORE THAN ONE circle.

Television advertisements

Radio broadcasts

Internet posts

Road side advertisements (billboards)

Print media advertisements (newspaper/magazines)

Others ( please specify ____________ )

5. Is being exposed to the use of skin whitening products harmful to your

health?

Yes

No

6. Given the chance to choose or alter your skin tone, which do you prefer?

Fair complexion

Dark complexion

7. In your personal observation, is possessing white skin more preferred by the

students in AdZU?

Yes

No

8. Based on your observation, is there any social division among the students

of AdZU due to the differences of their skin tone?

Yes

No

9. On your personal perception, white skin means __________.

You can mark more than one circle.

Beauty

Power

Respect

High Social Class (upper class)

None of the above (we will assume that your answers are all negating with

the given choices)

10. On your personal perception, dark skin means __________.

You can mark more than one circle.

Beauty

Power

Respect

High Social Class (upper class)

None of the above (we will assume that your answers are all negating with

the given choices)

III. Please explain briefly your stand on the given questions.

1. Do media portrayals and selections prefer more white?

___________________________________________________________________________

___________________________________________________________________________

___________________________________________________________________________

___________________________________________________________________________

___________________________________________________________________________

2. Which group or classification of individuals experience more impact of the white skin

phenomenon? Men or women?

___________________________________________________________________________

___________________________________________________________________________

___________________________________________________________________________

___________________________________________________________________________

___________________________________________________________________________