Final Year Project

Project Title

Colorism in the Memon Community

Description

Drawing on primary research findings and a thorough literature review, this research explores how colorist compliments, colorist jokes, fairness creams, and their commercials promote colorism, by reflecting and discussing the experiences of dark-skinned individuals in the Memon community. This research tackles intergenerational colorism, and intersectionality, and the ways these influence colorist dynamics in the Memon community of Karachi. Through in-depth interviews, findings emphasize that colorism is very prevalent in the Memon community. The life experience of a dark-skin individuals is made more difficult on account of colorist discrimination, as compared to fair-skin individuals. The research also explains that women have to suffer more than men from colorism. The research also emphasizes the role of fairness creams and their commercials in making things worse for dark-skinned individuals as they make them feel uncomfortable in their skin, which usually ends up creating an inferiority complex amongst dark-skinned individuals.