Abstract
Discrimination on the basis of skin colour, or colourism, remains a feature of South African society, given the country’s history of colonialism and apartheid. This discrimination is seen in Black, Coloured, and Indian communities. For South African Indians, ancestral links to India’s caste system may reinforce the beliefs around skin colour. Yet, irrespective of the political system in question, a common discourse is that lighter skin is associated with social advantage. In this research, a quantitative research design was used to explore the associations between colourism, self-esteem, and the use of skin-lightening products in a South African Indian community. Due to restrictions on social gatherings during the COVID-19 pandemic, an online survey was conducted, which relied on convenience sampling. The main results of the study indicated that self-esteem was associated with an individual’s own perceptions of their skin colour, as well as with how they believed others perceived their skin colour. In these instances, perceptions of a darker skin tone were associated with lower levels of self-esteem. The results also highlighted that the use of skin-lightening products was influenced by the belief that a lighter skin tone was associated with social privilege. Overall, participants also experienced a higher level of self-esteem if they were satisfied with their skin tone. Owing to the fact that convenience sampling was used, this research should be expanded to a larger group of research participants. Nevertheless, the findings point to the need for activism and public education to empower individuals and promote confidence in their natural beauty. These education mechanisms could also highlight the harmful effects of skin-lightening products. Collectively, the objective of these interventions would be to aid the advancement of well-being of individuals, through the promotion of self-esteem, the eradication of discriminatory views on skin colour, and a decline in the use of skin-lightening products. Keywords Colourism; Self-esteem; South Africa Indians; Skin-lightening Products.
M.A. (Psychology)