Colourism, or
“prejudicial or preferential treatment of same-race people based solely on their color” (
term coined by Alice Walker) is a facet born out of White supremacy. (I
reviewed the recent film
Dark Girls that attempted to educate on this topic, albeit problematically.) Whether examining the
one drop rule or past terminology such as “
mulatto,” “
quadroon" and "
octoroon,” it can be clearly seen that the proximity to Whiteness within Blackness is deemed as “above” Blackness but still below Whiteness. When Black men decide that a Black woman can’t be “too Black” to be attractive they’re engaging in colourism. They’ve adopted the message of the inferiority of Blackness, which is especially portrayed via music, television, film and advertising/marketing.
The sheer unwillingness for Whites (who dominate Hollywood, news media and Madison Avenue etc.) to cast/hire dark Black women for a variety of roles/jobs AND continually cast light or White women in juxtaposition to these roles—and portray them as beautiful, feminine and worthy—reveals the dual edged sword of racism and White supremacy. For Black men to suggest that these messages that they absorb in abundance from birth and in every sphere—just like everyone else does—doesn’t impact them would be comical if it wasn’t tragic....
more at the link