内容摘要： 尽管包含麻烦的殖民主义含义，肤色浅化或“浅化”霜在印度是一个超过2亿美元的工业，它是该国皮肤霜市场最大的一部分。尽管像联合利华这样的公司因为从种族主义中获利受到了广泛的批评，但是他们继续发布广告，把浅肤色等同于美丽、成功和权势。通过对广告和流行媒体上宣扬浅肤色动机的分析，我首次指出肤色浅化剂像炼金制剂一样是有毒的；第二，随着肤色浅化剂继续在南半球使用的增长，我在问，我们怎么理解对浅肤色的渴望？与其把这种文化的模仿看做是伪意识的一种形式，我认为它代表了被权力关系影响的“其他”的一种迫不及待的“爱”。

Abstract: Skin-lightening or ‘fairness’ creams-with their troubling colonial overtones-are big business in India, an over $200 million industry that comprises the largest segment of the country’s skin cream market. Although corporations like Unilever have been widely criticized by profiting on colorism, they continue to produce advertisements that equate light skin with beauty, success and empowerment. Through an analysis of the fairness motif in advertising and popular media, I first show how skin-lighting creams are poisoned as alchemic agents of self-transformation. Secondly, as the use of skin lighteners continue to grow in the global South, I ask: how are we to understand this aspiration for lightness? Rather than viewing this kind of cultural mimicry as a form of false consciousness, I argue that ie represents an anxious love for the ‘other’ that is conditioned by power relations.

关键词：印度，模仿，全球化，殖民主义和种族主义，身份;

Keyword:India, mimicry, globalization, colorism and racism, identity;

作者：Schehzad Nadeem(著), 周学文(译)(中国社会科学院民族学与人类学研究所,)

来源： 《Social identities, 2014,may》 第1-3期