Body+Image+of+Indian+Females

=** India: A Brief Background **= [|India]’s cultural influence on the world has made a profound and lasting difference. Aspects of the Indian culture are infused and recognized around the world. Buddhism, Hinduism, Islam, and Christianity are all practiced within the country and one of the only countries where there exist no strife between the religious practices. There are many aspects of the country that have infiltrated many other cultures. India is recognized as the birthplace of [|yoga]. Yoga has been a popular form of exercise and meditation in the Western world for decades. The colonization by the United Kingdom in the 18th century certainly had an impact on the country. In 1947, [|Mahatma Gandhi] led India to independence through non-violent protest. India’s independence from the United Kingdom left the country prideful and inspired to write a new history.toc However, what often is unacknowledged after a country gains independence is the influences and norms the former country leaves behind. Body image ideals in India are heavily influenced by the Western world (Hasmukh, Wasim, and Singh 2012). Skin lightening and beauty pageants are just two examples of what influences exist for a female to be considered beautiful.

** Skin Lightening **
India’s population is 1.237 billion people (Retrieved from Wikipedia). Out of 1.237 billion people, 554 million own satellite televisions. Satellite television is India’s main media outlet (Wikipedia). In 2005, there was a very popular television show that documented an actresses journey from being dark skinned to light skinned. The people of India have a naturally dark skinned complexion due to their African ancestry. The desire to have lighter skin is often linked to a glamorization of the Western–White image of beauty (Shroff and Thompson 2004). But the origins favoring lighter skin are debatable, some researchers argue that skin lightening appeal happened long before globalization (Parameswaran & Cardoza 2009). Researchers link the production of skin lightening products to India's infatuation with fair skin long before globalization (2009). Skin lightening creams intention are to block UV rays and stop the production of melanin in the skin. Fairness creams reached such high sales that there were more sales for fairness cream, than coca-cola (2009). Other parts of the body are also favored to be light besides the face. This is a television commercial that is advertising a product specifically for [|vaginal whitening]. Men also play a role in women’s quest for fair skin. Matrimonial ads in India’s newspapers, men have placed ads requesting “fair” brides (2004).



Mainstream media outlets in India depict fair skinned models and actors, examples are the popular female magazine ** [|Femina] ** and ** [|Bollywood] **. There has been an underground movement for the people of India, especially the women to “accept their dark skin” (retrieved from WOW campaign). Kavitha Emmanel is the founder of an organization called, Women of Worth. Emmanel has found that the women of India are trying to be something other than who they are and it is impacting their sense of self worth.



**Beauty Pageants**
Beauty pageants are very popular in India. The [|Times of India], a well-known periodical, has an entire section dedicated to beauty pageants. India has won Miss World five times and Miss Universe two times and the country takes pride in these facts. For the first time, a Bollywood performance was given at Miss USA, placing [|Nina Davuluri], an Indian American as the winner. The culture of beauty pageants are said to not just be about beauty (Runkel 2004). They are to uplift the individual and emphasize intelligence. However, those details are often overlooked and the focus becomes on the individual's looks. As Western imagery is highly favored in India, beauty pageant contestants are measured by the standard of beauty in the Western world (2004). Every year scouting occurs for young women under 25 who are at least 5'7 in heigh to participate in the grooming process of Miss India (2004). Young women are primed and primped to participate in Miss World or Miss Universe (2004). Unfortunately, what beauty pageants perpetuate is an ideal image of beauty that is only attainable with dieting and skin lightening.

Discussion
Research around body image perceptions in India can cause a shift in how women view their bodies. One aspect of India that it is often not discussed in relation to body image is the caste system that once divided India put in place by the British. The caste system created hierarchies and perpetuated an image of an individual who is wealthy and beautiful. An agreement from the country on the appearance of this person creates a dichotomy for those who do not fit that mold. Research can bring light to this view thus creating awareness projects that will empower women and men.