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SRIYA THESIS ACROBAT FINAL MAY 13.pdf (966.96 KB)

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Fair-Unfair: Prevalence of Colorism in Indian Matrimonial Ads and Married Women's Perceptions of Skin-Tone Bias in India

Chattopadhyay, Sriya
http://orcid.org/0000-0001-8768-4158
http://rave.ohiolink.edu/etdc/view?acc_num=bgsu1556039690313388

Abstract Details

2019, Master of Arts (MA), Bowling Green State University, Media and Communication.
Matrimonial advertisements are popular in India for people who seek spouses through marriages arranged either by the prospective bride or groom themselves, or their family. Earlier, such arrangements were made mostly by family elders. Today, many of those offline networks have moved onto the online space, with a number of matrimonial websites offering help to spouse seekers. The role of such websites is to enable match seekers create profiles online and seek matches, based on particular search algorithms. There are various filters to narrow search options: one such filter is skin tone. This study analyzes skin tone determinant—specifically the usage of the term fair—on two matrimonial websites. It explores the ways in which agency is handled by prospective brides on Shaadi.com and Bharat Matrimony.com. Research question is how autonomy is mobilized by women today when dealing with colorism in online matrimonial ads. Following grounded theory, the study deciphers whether there are changes to how matrimonial ads are worded in online spaces, or whether caste and race continue to be reinforced through covert colorism. Using cyber ethnography and textual analysis, the study analyzes 30 advertisements across two websites. In-depth interviews are also conducted with four women who underwent a similar process during their wedding. Data analysis arrived at five emergent themes: Continued hegemonic control/covert colorism; Fair as beautiful; Privileging work and independence; Power over content creation; Traditional/cultural values reinforced. Using Critical Race Theory (CRT) and a feminist perspective as theoretical foundations, findings indicated the digital space perpetuates colorism. Although overt presentation of skin complexion as a critical attribute has significantly reduced, such reduction is overt. Consistent with CRT, the concept of fair as beautiful remains salient; it is just more covert. The demand for a fair-skinned spouse was low; yet, skin tone was selected by almost all profiles studied. This is rooted in the Indian colonial past where colorism and caste played key roles in social structures. Further, in privileging their professional qualifications, along with mention of usually lighter skin tones, women/family members who placed online matrimonial ads continued to promote connections between social status/class/caste, and skin color.
Radhika Gajjala, Dr. (Advisor)
Lara Martin Lengel, Dr. (Committee Member)
Deborah G. Wooldridge, Dr. (Committee Member)
129 p.
Mass Communications
Colorism; matrimonial websites; India; skin tone; bias; arranged marriage; Shaadi; Bharat Matrimony; fair; online media; textual analysis; feminist; caste; race

Recommended Citations

Citations

  • Chattopadhyay, S. (2019). Fair-Unfair: Prevalence of Colorism in Indian Matrimonial Ads and Married Women's Perceptions of Skin-Tone Bias in India [Master's thesis, Bowling Green State University]. OhioLINK Electronic Theses and Dissertations Center. http://rave.ohiolink.edu/etdc/view?acc_num=bgsu1556039690313388

    APA Style (7th edition)

  • Chattopadhyay, Sriya. Fair-Unfair: Prevalence of Colorism in Indian Matrimonial Ads and Married Women's Perceptions of Skin-Tone Bias in India . 2019. Bowling Green State University, Master's thesis. OhioLINK Electronic Theses and Dissertations Center, http://rave.ohiolink.edu/etdc/view?acc_num=bgsu1556039690313388.

    MLA Style (8th edition)

  • Chattopadhyay, Sriya. "Fair-Unfair: Prevalence of Colorism in Indian Matrimonial Ads and Married Women's Perceptions of Skin-Tone Bias in India ." Master's thesis, Bowling Green State University, 2019. http://rave.ohiolink.edu/etdc/view?acc_num=bgsu1556039690313388

    Chicago Manual of Style (17th edition)

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This open access ETD is published by Bowling Green State University and OhioLINK.