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Yo Soy NegroBlackness in Peru$
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Tanya Marie Golash-Boza

Print publication date: 2011

Print ISBN-13: 9780813035741

Published to Florida Scholarship Online: September 2011

DOI: 10.5744/florida/9780813035741.001.0001

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Black Is Beautiful or White Is Right?

Black Is Beautiful or White Is Right?

Chapter:
(p.143) Chapter 5 Black Is Beautiful or White Is Right?
Source:
Yo Soy Negro
Author(s):

Tanya Maria Golash-Boza

Publisher:
University Press of Florida
DOI:10.5744/florida/9780813035741.003.0006

This chapter explores beauty norms, blackness, and whiteness in Ingenio, to shed light on how blackness is viewed there. It considers how the global discourse of “black is beautiful,” which derives from black pride movements, and the Latin American discourse of “white is right,” which is highly salient in Peruvian media and advertising, translate at the local level. The book's ethnographic data from Ingenio reveal that at times black is interpreted as beautiful, while at other times white is seen as the right way to be. These countervailing discourses provide us with useful insight into how global, regional, and national “mediascapes” interact with the local context.

Keywords:   black is beautiful, cultural globalization, color distinctions, Ingenio, racial hierarchy, whiteness, blackness

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