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Circuits of VisibilityGender and Transnational Media Cultures$
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Radha S. Hegde

Print publication date: 2011

Print ISBN-13: 9780814737309

Published to NYU Press Scholarship Online: March 2016

DOI: 10.18574/nyu/9780814737309.001.0001

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PRINTED FROM NYU Press SCHOLARSHIP ONLINE (www.nyu.universitypressscholarship.com). (c) Copyright University of NYU Press Press, 2020. All Rights Reserved. An individual user may print out a PDF of a single chapter of a monograph in NYSO for personal use.date: 18 February 2020

E-Race-ing Color

E-Race-ing Color

Gender and Transnational Visual Economies of Beauty in India

Chapter:
(p.68) 4 E-Race-ing Color
Source:
Circuits of Visibility
Author(s):

Radhika Parameswaran

Publisher:
NYU Press
DOI:10.18574/nyu/9780814737309.003.0004

This chapter provides a critical treatment of whiteness against a transnational web of visual technologies as they permeate the fabric of everyday life in India. The tide in the semiotics of skin color in India's visual economy of mobile and cross-cutting magazine, television, Internet, and film images oscillate between the binaristic opposing poles of “whiteness/lightness/fairness is generally positive” and “blackness/darkness/brownness is generally negative.” In globalizing India's shifting ethnoscapes, fluctuations in skin color are also tied to the greater rate of traffic in white and Indian female bodies that are moving across borders through new channels of mediated culture. Finally, the cultural politics of the epidermis in India also haunts the visual field of postcolonial national state politics, an arena that presents opportunities for future work.

Keywords:   whiteness, India, skin color, visual economy, Indian female bodies, mediated culture, postcolonial national state politics

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