Browsing by Author "Dhillon-Jamerson, Komal"

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  • Author Meets Critic Public Talk: Gratuitous Angst in White America: A Theory of Whiteness and Crime by Deena A. Isom
    Dhillon-Jamerson, Komal (2024-04-04)
    Gratuitous Angst in White America provides important insight into the intersections of white fragility and male fragility as they relate to criminality. Isom’s engagement with multiple theories emphasizes the creation of normative racial categories across space and time, while filling gaps related to the role of whiteness in matters related to crime and the decreased likelihood of entanglement with the criminal legal system. In this way, Isom furthers our understanding of what constitutes as crime, who is a criminal, and who deserves to be punished by considering these questions through the lens of whiteness and white privilege.
  • Rebranding Pigmentocracy: Analyzing Marketing Strategies of Unilever’s Skin Lightening Products
    Dhillon-Jamerson, Komal (Oxford University Press, 2025-04-01)
    This paper examines the trajectory of Hindustan Unilever—a subsidiary of the UK-based consumer goods giant—and its video advertisements for skin lightening products over the past 15 years, critiquing the company’s rebranding of Fair & Lovely to Glow & Lovely. Prior to its rebranding in 2020, Unilever’s Fair & Lovely regularly promoted skin-bleaching products by emphasising the disadvantages associated with darker skin, including fewer marriage prospects and a lack of employment opportunities. Due to increasing public criticisms, Glow & Lovely’s rebranding attempts to convey outward racial sensitivity by moving away from highlighting the benefits of “fairness” and instead shifting focus to healthy skin that Unilever characterizes as “glowing, radiant, and even.” However, discourse analysis of commercials explores the ways in which both social disadvantages and advantages related to skin colour—such as the so-called “pretty privilege” associated with lighter skin—are still exploited through problematic narratives, meanings and representations. In short, the discourse analysis reveals that despite its rebranding, Unilever continues to rely on the logic of western-based racial and gender ideals for its marketing campaigns. In an effort to downplay the pigmentocratic implications, a spurious importance on gender equality is also utilized in the new marketing material, revealing changing meanings across the past 15-year timespan of the brand. Indeed, the intersectional analysis sheds light on how Unilever’s advertisements claim to promote gender and racial inclusivity, yet instead function to promote longstanding inequalities.