dissapointed in EBONY magazine ...
Ok, so im in the process of doing research for my university dissertation and im writing about the use of skin bleaching creams in developing countires. My family is ghanaian, so i know about the devastating effects these creams can have on black women's health firsthand. Not to mention the implications on self-esteem and mental well-being.
While i was researching, i was shocked and dissapointed to find out the EBONY were advertising these creams heavily ! ( 3 adverts in one issue) - so I have written them a letter asking why they feel it's alright to do this. I believe that accepting money to advertise skin bleaching creams is a direct contradiction of their ethos as spelled out on their website.
So ... i have started an online petition, which you can view here and sign if you agree with me that it's time we stopped damaging our self esteem and health as black women :
http://www.petitiononline.com/rukaj/petition.html
and you can read the letter i wrote to EBONY magazine under the cut :
Dear Ebony,
My name is Ruka, I’m 21 years old and a special effects make-up student from London, UK. I’m currently in my final year of a 3 year degree and am carrying out research for my final dissertation. I have chosen to write about a subject that I feel is worryingly relevant to the black woman of 2006 : skin bleaching.
Both my parents are of Ghanaian origin and so through overheard conversations, internet googling and article reading, it became apparent to me that skin bleaching is a trend that is still alarmingly prevalent in developing countries in both Africa and Asia. Please consider the following research conducted in 2004 :
The prevalence of skin lightening reported among those interviewed in Africa shows some disturbing results. In Bamako in Mali, researchers calculated 25% prevalence, while in some studies in Dakar, Senegal, up to 52% prevalence was observed. A study in Pretoria, South Africa revealed up to 35%, while the most disturbing was a study in 2002 which showed up to 77% prevalence in Lagos, Nigeria.
'Mirror mirror on the wall, who is the FAIREST of them all?', Malangu Ntambwe, march 2004
When starting my research, I scanned my memory and vaguely remembered seeing adverts for skin bleaching cream in African society magazines such as OVATION and AGOO. My tutor suggested I include these magazines in my essay, but that I also balance out this research with some examples of magazines that instead promoted black women and sent out a positive message to their readers of colour. Naively, I bounded into class with a selection of OVATION, VIBE and EBONY magazines.
I flicked through OVATION and was (although surprised) pleased to have not found a single advert for skin bleaching cream. However, it was while flicking through the March 2006 issue of EBONY that I came across not 1, not 2, but 3 adverts for skin bleaching cream ! I was shocked and to tell the truth, disappointed. The name of your magazine seems sadly ironic in light of this discovery - to title your publication with a word as rich, luxurious and descriptive as “EBONY” and then to suggest that women who are naturally displaying this skin colour should use a bleaching cream to change this seems like a sad oxymoron.
I’ve already heard the standard press release “it doesn’t bleach your skin, it merely evens out blemishes gradually”. In my opinion, this is a cleverly worded mistruth. As black women, we all know what it really does and we all know people who use it.
There is an appropriate place for promoting the use of bleaching creams - perhaps I was naïve to think that Ebony was not this place. Well done to the cosmetics companies who manufacture these products; I suspect they are laughing. After all, what better forum in which to sell their products than to the forward thinking, affluent and successful black female readers of Ebony.
I downloaded the advertising price document from your website and was saddened to read the following advertising incentive :
“ EBONY’s mission is to positively portray the diverse lifestyles, rich culture, and proud heritage of African Americans”.
To me, the promotion of skin bleaching creams directly contradicts the promotion of our diverse and proud heritage.
I would appreciate if you would print this letter in your magazine, as I’d be genuinely interested to know what your other readers think of the adverts being placed in your magazine. At the least, I’d like a response to my question: why ?
I am always happy to learn and listen, so please do provide me with an explanation as to your motives; I would be very grateful.
Yours,
Ruka Johnson
(disappointed and let-down)
your thoughts and opinions are more than welcome
X
While i was researching, i was shocked and dissapointed to find out the EBONY were advertising these creams heavily ! ( 3 adverts in one issue) - so I have written them a letter asking why they feel it's alright to do this. I believe that accepting money to advertise skin bleaching creams is a direct contradiction of their ethos as spelled out on their website.
So ... i have started an online petition, which you can view here and sign if you agree with me that it's time we stopped damaging our self esteem and health as black women :
http://www.petitiononline.com/rukaj/petition.html
and you can read the letter i wrote to EBONY magazine under the cut :
Dear Ebony,
My name is Ruka, I’m 21 years old and a special effects make-up student from London, UK. I’m currently in my final year of a 3 year degree and am carrying out research for my final dissertation. I have chosen to write about a subject that I feel is worryingly relevant to the black woman of 2006 : skin bleaching.
Both my parents are of Ghanaian origin and so through overheard conversations, internet googling and article reading, it became apparent to me that skin bleaching is a trend that is still alarmingly prevalent in developing countries in both Africa and Asia. Please consider the following research conducted in 2004 :
The prevalence of skin lightening reported among those interviewed in Africa shows some disturbing results. In Bamako in Mali, researchers calculated 25% prevalence, while in some studies in Dakar, Senegal, up to 52% prevalence was observed. A study in Pretoria, South Africa revealed up to 35%, while the most disturbing was a study in 2002 which showed up to 77% prevalence in Lagos, Nigeria.
'Mirror mirror on the wall, who is the FAIREST of them all?', Malangu Ntambwe, march 2004
When starting my research, I scanned my memory and vaguely remembered seeing adverts for skin bleaching cream in African society magazines such as OVATION and AGOO. My tutor suggested I include these magazines in my essay, but that I also balance out this research with some examples of magazines that instead promoted black women and sent out a positive message to their readers of colour. Naively, I bounded into class with a selection of OVATION, VIBE and EBONY magazines.
I flicked through OVATION and was (although surprised) pleased to have not found a single advert for skin bleaching cream. However, it was while flicking through the March 2006 issue of EBONY that I came across not 1, not 2, but 3 adverts for skin bleaching cream ! I was shocked and to tell the truth, disappointed. The name of your magazine seems sadly ironic in light of this discovery - to title your publication with a word as rich, luxurious and descriptive as “EBONY” and then to suggest that women who are naturally displaying this skin colour should use a bleaching cream to change this seems like a sad oxymoron.
I’ve already heard the standard press release “it doesn’t bleach your skin, it merely evens out blemishes gradually”. In my opinion, this is a cleverly worded mistruth. As black women, we all know what it really does and we all know people who use it.
There is an appropriate place for promoting the use of bleaching creams - perhaps I was naïve to think that Ebony was not this place. Well done to the cosmetics companies who manufacture these products; I suspect they are laughing. After all, what better forum in which to sell their products than to the forward thinking, affluent and successful black female readers of Ebony.
I downloaded the advertising price document from your website and was saddened to read the following advertising incentive :
“ EBONY’s mission is to positively portray the diverse lifestyles, rich culture, and proud heritage of African Americans”.
To me, the promotion of skin bleaching creams directly contradicts the promotion of our diverse and proud heritage.
I would appreciate if you would print this letter in your magazine, as I’d be genuinely interested to know what your other readers think of the adverts being placed in your magazine. At the least, I’d like a response to my question: why ?
I am always happy to learn and listen, so please do provide me with an explanation as to your motives; I would be very grateful.
Yours,
Ruka Johnson
(disappointed and let-down)
your thoughts and opinions are more than welcome
X