Sex. Race. And Politics
Friday, March 24th, 2006I saw the billboard-sized image above at a mall in Kuala Lumpur. It was a temporary front wall for a store that hadn’t opened yet.
Images like this are very common in the West. They mean many things to many people: playful; erotic; pornographic. An impossible standard of beauty that leaves women feeling inadequate, or a commercial image that would be pulled from the market if it didn’t appeal to women. The confident pose of a woman empowered by her own sexuality, or the naive treachery of a girl exploited by a male-dominated fashion industry that seeks to objectify women, et cetera. The consensus is that these images are acceptable, at least in New York or London, and I have nothing to add to that debate.
But travelling through South-East Asia for the last few months, images like this have taken on a second layer of meaning that I find a lot more troubling. While this picture is more overtly sexual than most, the images used to promote fashion and cosmetics in this part of the world are very often the same images that you see in America - images of white women.
As well as all the issues above, which still apply, in South-East Asia these images say - unambiguously - that to be white is to be beautiful. As well as being advertisements for lingerie or perfume, they are advertisements for whiteness. When you do see images of Thai or Cambodian pop-stars, actors, or models in their own countries, you can’t help noticing that most of them are preternaturally white.
I have an especially white wife. Summer is very pale, doesn’t tan, and wears factor 50 sunblock. All over South-East Asia, women come up to her in the street and tell her how beautiful her skin is. Sometimes they ask to have their photos taken standing next to her.
In one of my first posts I poked fun at a skin-whitening treatment for men on sale in Bangkok. Since then I have learned that people throughout the developing world spend hundreds of millions of dollars each year on skin-whitening products, and it doesn’t seem as funny.
Of course this goes much deeper than Calvin Klein ads. The Thais for example have long seen white skin as a mark of aristocratic breeding. Some Cambodians mutter about the ignorant ways of the ‘dark Khmer.’ There is a latent racial bias here, but Western companies seem to be exploiting it and sustaining it.
Consciously or unconsciously? Surely most Western brands spent a lot of money finding out exactly how their advertising images are perceived in every market they enter? It’s clear that they are not using exactly the same images that you see in America, because there are almost no black women. No pictures of Naomi Campbell. No Tyra Banks. That makes sense - there aren’t many black consumers livng here. But then there aren’t many white ones either.
When Summer and I arrived in Malaysia, the first Moslem country on our trip, these images suddenly took on a third layer of meaning. As well as the familiar conflicting messages about female sexuality, and the racist overtones that we first noticed in Thailand, images like the one above seen in the context of a moderate Moslem society, where many women choose to observe hijab, call out that Western women are sluts.
If that seems harsh, bear in mind that these and Hollywood movies are pretty much the only images of Western women in Asia; there are no examples of Western female executives or politicians or teachers or priests or soldiers or workers to counterbalance them, just a few ex-pats and travellers like my wife.
Pandering to local prejudices at the expense of Thai and Lao and Khmer women with dark skin is pretty unpleasant. But is it really a good idea for Western companies to portray Western women this way in Moslem countries?


