The Effects of System Justifying Beliefs on Skin-Tone Surveillance, Skin-Color Dissatisfaction, and Skin-Bleaching Behavior

Abstract

In two studies with women living in India (Study 1, n = 177) and African American women in the United States (Study 2, n = 120), we investigated whether skin-tone surveillance, which theoretically is a manifestation of self-objectification, predicted greater skin-color dissatisfaction and greater skin-bleaching behavior. Given the existence of colorism in Indian and American societies, we expected that ideologies that rationalize and perpetuate the status quo would moderate the proposed relations. Results were consistent with objectification theory and system justification theory. The positive relation between skin-tone surveillance and skin-color dissatisfaction was weaker among women of color who more strongly (vs. weakly) endorsed system justifying ideologies, and the positive relation between skin-tone surveillance and skin-bleaching behavior was stronger among women of color who more strongly (vs. weakly) endorsed system justifying ideologies. Our results suggest that self-objectification theorists and researchers should consider culturally specific manifestations of self-objectification as well as protective and legitimating effects of system justifying ideologies. We encourage clinicians and policy makers to use public campaigns and individual-level interventions to target the norms and motivations underlying skin-bleaching. Online slides for instructors who want to use this article for teaching are available on PWQ's website at http://journals.sagepub.com/page/pwq/suppl/index