Abstract

TIPA, Juris. Corporal practices and colorism in the media context in Mexico. Inter disciplina [online]. 2020, vol.8, n.22, pp.113-135.  Epub Jan 15, 2021. ISSN 2448-5705.  https://doi.org/10.22201/ceiich.24485705e.2020.22.76421.

Based on bibliographic research and qualitative interviews with actors and models, this article analyzes the relationship between media representations and corporal practices in Mexico. The importance of this analysis is due to the fact that visual media representations participate in the creation of an imaginary about the “beautiful” and the “ugly”, which later is socially impregnated in the daily corporal perceptions, both at the individual and collective level.

It is concluded that these representations are characterized by a constant colorism, which fosters a symbolic exclusion of the “other” bodies and indirectly normalizes colorism and classism in Mexican society; among other of its expressions, in the form of bodily modifications to approach the imposed imaginary of the “desired” that can be related to the historical socioeconomic inequalities in Mexico.

Keywords : racism; colorism; corporal practices; media; advertising.