Totally with NDTV for its decision of one year now not to broadcast fairness cream adverts …
Yes, I too agree that the thought at work behind the fairness cream is racist..
Years back on a personal chat with Alyque Padamsee for his Fair and Lovely campaign when I objected to its theme, his stand seemed practical as per the statistics but even then I couldn’t comprehend how media’s role as a responsible institute can be overlooked. It really can’t get away with promoting prejudices in the name of marketing strategy of endorsing a product. The very fundamental concept behind birthing such a product itself is ethically flawed.
The British raj has long been over..but the obsession over a fairer skin tone is just an inkling of the mark the rule has had over us! But both the society and the media as a part of the society need to understand that we’ve come a long way out of the shadows since then and already created a global identity..
Mass media has the potential to define the popular culture and change the mindsets of millions but it has also long been associated with trading prejudices.
Obviously enough, the sector has to grow economically and sponsorship plays an important role for its commerce and so does the marketing gimmick but we cannot overrule the ethical objection.
Statistics might say that a good number of population associate beauty with a fairer skin but do the media intellectuals need to fuel the notion? Can’t the right strategy be to promote the original color of the skin and the products as tan removing ointments, because that’s exactly what they do?
I have never taken anything said about my skin tone as a compliment and I am not being modest. The obsession of beauty that is skin deep has long been overturned by Asian women and even men for that matter..
Sadly there’s a good lot which still loves to judge people by the color of the skin and the media would play the culprit to propagate this attitude if the content stays unfiltered ethically.
And it’s not about intolerance; it’s about being a responsible and morally appropriate public institute.