Whiteness as Beauty

Do online shopping advertorials for whitening skincare products in South Korea perpetuate a racial hierarchy wherein whiteness is maintained as an ideal beauty standard? If so, how this articulated and reinforced with words images? Whitening products, such tone-up creams sunscreens, have become increasingly prevalent the industry Korea. Adding level of nuance to earlier research, my research undertakes critical feminist discourse analysis method examine 19 on Korean e-commerce site, Olive Young Global. This study breaks new ground by taking inductive approach analyzing these produce findings comparable similar studies other Asian countries. Thus, it works confirm overall message being communicated that are sold key woman’s quest white ideal. By undertaking analysis, will develop themes based exploration some guidance from existing literature. The globalization promotes falsely universal white(ned) woman, project evidences nuanced lexical choices images employed promote idea youthfulness equate “natural” beauty. provide insight into through media exclusion racialized women spaces intended empower all reproduce societal among within industry.