The Fair and Lovely Phenomenon

A case study into a country's obsession with fairness and the media that pursues it

Abstract

This study aims to focus on the media that propagates the fairness ideal followed by many women, and even men, around the globe. Media personnel have a social responsibility to avoid promoting unrealistic beauty standards; however, a sizeable amount of advertising agencies continue to support a company that feeds this very flame. This paper attempts to investigate the company's ideals and the ethical connotations that its policies entail. I conclude that media has had an adverse effect on body image; however, change can be brought about by socially responsible media. The methodology adopted in this study will be mixed (Qualitative and Quantitative).