Master of Science
Department or Program
Mass Communication and Media Arts
AN ABSTRACT OF THE RESEARCH REPORT OF
JESSICA EDMOND, for the Master of Science degree in MASS COMMUNICATION AND MEDIA ARTS, presented on March 31, 2014, at Southern Illinois University Carbondale.
TITLE: THE PROMOTION OF SKIN BLEACHING PRODUCTS IN JAMAICA:
MEDIA REPRESENTATION AND CULTURAL IMPACT
MAJOR PROFESSOR: William Freivogel and Phil Greer
Through television commercials, print and digital advertisements, magazines, billboards, and the internet, the ideal skin complexion represented in Jamaican media is fair-skin tones. This idea that fair skin is better is common among other cultures in the world and is spreading to developed as well as developing nations worldwide.
This study looks at different literature dealing with the effects of viewing media representation among women in Jamaica. This study found that there was greater complexion dissatisfaction among darker skinned women, but there was not enough evidence to suggest that this was a direct result of consuming media representation print, audio, television, magazines, etc of the subject.