Wellness in Whiteness (Open Access): Biomedicalisation and the Promotion of Whiteness and Youth among Women

1st Edition

Amina Mire

Routledge
June 18, 2019 Forthcoming
Reference - 152 Pages
ISBN 9780815377443 - CAT# K338867
Series: Routledge Research in Gender and Society

USD$39.95

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Summary

This book analyses the social and ethical implications of the globalization of emerging skin-whitening and anti-ageing biotechnology. Using an intersectional theoretical framework and a content analysis methodology drawn from cultural studies, the sociology of knowledge, the history of colonial medicine and critical race theory, it examines technical reports, as well as print and on-line advertisements from pharmaceutical and cosmetics companies for skin-whitening products. With close attention to the promises of ‘ageless beauty’, ‘brightened’, youthful skin and solutions to ‘pigmentation problems’ for non-white women, the author reveals the dynamics of racialization and biomedicalization at work. A study of a significant sector of the globalised health and wellness industries – which requires the active participation of consumers in the biomedicalization of their own bodies – Wellness in Whiteness will appeal to social scientists with interests in gender, race and ethnicity, biotechnology and embodiment.

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