Critical Race Theory (CRT) and colourism: a manifestation of whitewashing in marketing communications?

ABSTRACT

Utilising the lens of Critical Race Theory (CRT), this study explores connections between colourism and the alleged practice of whitewashing the skin tones of Black women in print media marketing communications. Previous inquiry has not empirically addressed the presentation of the skin tones of Black women in marketing materials. This study begins to fill that gap by examining how Black women’s skin tones are presented in marketing, and explores surrounding issues concerning racism, colourism, and perceptions of beauty. There is also a significant contribution to methodology by the operationalisation of skin tones. Future research and implications for marketing management are suggested.

KEYWORDS:

• Critical race theory (CRT)
• colourism
• colorblindness
• whitewashing
• skin tones

Disclosure statement

No potential conflict of interest was reported by the author.

Additional information

Funding

No funding was provided to support this research.

Notes on contributors

Talé A. Mitchell

Dr. Talé Mitchell is an assistant professor of Advertising at James Madison University, since 2014. Before joining JMU, Talé studied and taught at the University of Illinois, Champaign-Urbana. She holds a PhD in Media Communications & Advertising Strategy from the University of Illinois, Institute of Communication Research, Champaign-Urbana; an MS in Advertising, from the University of Illinois, Champaign-Urbana; and a BFA in Visual Communications. Dr. Mitchell’s research interest meets at the intersection of consumer behavior and media influence in marketing communications; traditional and digital. More specifically, her research focuses on 1) consumer behavior and marketing strategy as it relates to advertising and social influence, 2) Branded entertainment (product placement) as it relates to consumer behavior, persuasion, effectiveness, and emotions; digital and traditional, and 3) race in the marketplace. Her teaching experience includes basic to advance level courses in strategic communication, advertising, consumer behavior, visual communications, marketing research, and public relations. Her professional experience is in marketing, advertising, and graphic design, including; account researching, coordinating, planning, creative strategy, and advertising campaigns.