Illusions of Beauty: The Impact of Media on Color Bias and Feminine Identity in Pakistan

Abstract

This study examines the construct of feminine beauty in Pakistani society, focusing on the media’s role in idealizing fair skin. Advertisements for cosmetic procedures and fairness products perpetuate the notion that success, social acceptance, and attractiveness are directly linked to lighter skin tones. Utilizing postmodern theories such as simulation and hyper-reality, the research investigates how media portrayals shape women’s self-perception and social experience, creating a distorted reality where skin becomes the societal norm. This study also explores the deep-rooted color biases affecting women in Pakistan while highlighting emerging movements that challenge these entrenched beauty standards through art, media, and social activism. Ultimately, this study concludes that dark complexion is not a standard set for beauty, light skin is beautiful in its way but this does not mean that dark is hideous or unworthy. Similarly, many famous people with dark complexions have faced difficulties and much more but we need to change this mind and the first step has to start from the time we groom our children in their childhood.