Chapter

Black Is Beautiful or White Is Right?

Tanya Maria Golash-Boza

in Yo Soy Negro

Published by University Press of Florida

Published in print April 2011 | ISBN: 9780813035741
Published online September 2011 | e-ISBN: 9780813038490 | DOI: http://dx.doi.org/10.5744/florida/9780813035741.003.0006
Black Is Beautiful or White Is Right?

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This chapter explores beauty norms, blackness, and whiteness in Ingenio, to shed light on how blackness is viewed there. It considers how the global discourse of “black is beautiful,” which derives from black pride movements, and the Latin American discourse of “white is right,” which is highly salient in Peruvian media and advertising, translate at the local level. The book's ethnographic data from Ingenio reveal that at times black is interpreted as beautiful, while at other times white is seen as the right way to be. These countervailing discourses provide us with useful insight into how global, regional, and national “mediascapes” interact with the local context.

Keywords: black is beautiful; cultural globalization; color distinctions; Ingenio; racial hierarchy; whiteness; blackness

Chapter.  11457 words. 

Subjects: Society and Culture

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