Videos by Christina S. Murrey
Kinesiology and Health Education junior Vida Nwadiei and Educational Psychology Professor Kevin Cokley will travel to Ghana this summer as part of a new research project, The Color Complex. The project, which received the President’s Award for Global Learning, is a cross-disciplinary look at colorism, both in Ghana and here at the University of Texas at Austin, in order to mitigate its harmful effects.
Colorism is discrimination based on skin color or skin shade. Dominate groups can prefer people with lighter skin shades, and the preference can also occur within communities of color. In some cultures, the preference for lighter skin causes people to use harmful skin bleaching creams in order to lighten their own tone.
Nwadiei, Cokley, and a team of students and faculty across campus, will investigate how businesses can stop the promotion of conventional “fair and lovely” beauty standards to young women of color. The team will conduct a qualitative study about the perceptions of skin bleaching and use their findings to create a campaign that educates people on the dangers of the practice.