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Many Western countries, such as the US and European nations, adhere to the opposite ideal of skin color: 'tan' (Xie & Zhang, 2013). The belief that tanned skin signifies ‘privilege, leisure, and self-liberation’ has influenced Western culture to adopt different beauty norms (Chen et al., 2018). As cultures interact and exchange ideas through globalization (Magu, 2015), the preference for ‘tan’ skin has become preferable by some Asian communities living in the host nation (Day et al., 2016). As the discourse surrounding beauty norms in Western communities often revolves around the attractiveness and healthiness of tanned skin (Chen et al., 2018), living and engaging within such communities can reshape one's perception and encourage them to pursue tanning products or sunbathing (Borg, 2003). As a result, newcomers from Asian backgrounds might need to re-negotiate their ideologies and identities within this community of practice due to the differences between each culture's local practices and norms.

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For the purpose of this assignment, the term 'skin color' is used without any racial connotations. Instead, it is used solely to describe the ‘color of the skin’, not with any connotations related to race.

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Beauty standards and norms, integral aspects of any culture, are socially constructed (Abid et al., 2021). The concept of "skin color" is often intertwined with culturally specific meanings, such as social status (Chen et al., 2018). Just as cultural norms and beliefs evolve over time (Holmes, 2015), an individual's perception of what constitutes beauty regarding skin color is also influenced by the culture or community in which they live (Darling-Wolf, 2004). In other words, the values of beauty are similarly shared within CoP, and are shared as common norms and identities within that community (Lave & Wenger, 1991; 1998). For instance, pale skin color might connote wealth in one culture while being associated with illness in another (Chen et al., 2018). Understanding these beauty standards from a transcultural communication perspective is significant, as it can influence how individuals perceive themselves in relation to others and shape their interactions and communication, both within and beyond their community.

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Skin-whitening products have risen to prominence in the mainstream Asian beauty industry, reflecting the favorability for lighter skin. One of the underlying causes of this perception stems from the rise of globalization (Yan & Bissell, 2014); opening up to interactions and exposure to Western media, such as fashion magazines, advertisements, and movies. As these media sources originate from countries often referred to as 'developed', the lighter skin color of Caucasian people is typically associated with superiority in many Asian cultures (e.g. China, Philippines, Thailand). Nonetheless, advertisements for whitening creams are the actual reinforcement of the interplay of these cultural influences and exchanges across diverse cultural contexts and communities (Rauf et al., 2019).

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In our context, narrative inquiry (Merminod, 2020) is used to understand how these ads construct certain narratives around beauty and identity:

1. Narrative configurations: Use characters with noticeable differences in skin color to create a contrasting effect. Phrases like 'White makes you win' or 'Fair advantage' exemplify illocutionary acts (Alston, 2002) that assert a belief in 'white supremacy' by associating with positively connoted words.

2. Narrative situation: Women with darker skin face social challenges, while their lighter-skinned counterparts are often shown enjoying privileges. The moment of realization occurs through interactions where darker-skinned individuals sense the need for transformation.

3. Narrative ideologies: Emotionally engage audiences by portraying "relatable situations" in which individuals are treated differently due to their skin color, tapping into the local ideologies around preference skin color.

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To conclude, although globalization plays a significant role in introducing and influencing beauty norms across various cultures, the co-existence of light-skinned preferences and tan-skinned preferences within and beyond one culture demonstrates that the degree of homogenization of beauty standards has not yet been fully achieved. It is undeniable, however, that individuals, regardless of where they reside, are expected to conform to local beauty norms, even if those norms are unreachable. Hence, it is common to see newcomers being slowly consumed by the mainstream media and eventually adapting their way of living to move away from being just peripheral participants and become more like a core member (Wenger, 1998).

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Living in the digital disruption era, people are more prone to online discourse and toxic ideologies around the constitution of light skin as a superior feature (Chetty & Alathur, 2018). Identity, as Paltridge (2012) notes, is to a large extent socially constructed and emerges from the way people use language to interact with others. However, it is important to note that online identity often reflects both one’s actual and fantasized personae (Paltridge, 2012), that is, ‘who we are’ vs. ‘who we want to be’. Thus, exposure to the online discourse also serves as a reinforcement of the prevailing beauty norms, allowing people to construct their ‘online-self’ based on what they believe is aligned with the current beauty norms (i.e., the use of filters or Photoshop). Moreover, it is unarguable that people who conform to local beauty norms or ideologies often receive more praise and social approval from the online community (e.g. comments or likes). Nevertheless, with the increased accessibility to the internet and social media in today's world, individuals from different communities of practice can either adopt contrasting mindsets from other cultures or reinforce their own cultural values.

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Some migrants would like to maintain their identities through languages or customs because sometimes their identities become a necessity within their migrant communities. Do you think they should maintain their beauty norms, as part of their identities, as well?

Do you believe that workplaces can sometimes pressure people to conform to specific appearances for success, and what steps should companies take to ensure that everyone feels accepted for their individual looks and beauty?

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Please add your comments & feedback here:

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Please add your comments & feedback here:

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Xinxi Zhou:

1. As you mentioned on the padlet, people, especially females, may be defined by their skin colour. However, I think it’s not necessary to identify themselves through appearance. In other words, it would be better for people to decide whether to tan or whiten at will rather than considering the stereotypes from the external voices.

2. I believe some departments linked to interpersonal communication are necessary to set rules for workers’ dresses, as it represents a kind of respect and politeness for the audience. Companies may state the requirement at the beginning of employment and mention that it is not compulsory but etiquette when treating colleagues or customers.

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While women with fair skin are positioned as successful and attractive, implying that they receive social approval and admiration, the others are portrayed as outsiders and undesirable in the advertisement.

The paralinguistic elements:

light-skinned women = happy and smiling

dark-skinned women = dull and disappointed

Since societal norms and cultural values greatly influence identity positioning (Bowe et al., 2014), these advertisements continuously reinforce distorted perceptions of identity. Therefore, imposing an obligation on women, suggesting that to be accepted or desirable, they are obligated to maintain or pursue fair skin.

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1. I think it depends on their personal preferences and the degree to which these norms are important to them. Just as migrants may choose to preserve their languages or customs as a means of connecting with their cultural heritage and community, they may also choose to uphold certain beauty norms if these norms hold significant cultural or personal value. However, it's crucial to recognize that there is no definition of beauty. Encouraging diversity and acceptance of various beauty within migrant communities is the positive attitude people should hold in such a context.

2. Yes. Companies should prioritize creating diverse environments and valuing skills, contributions, and individual qualities rather than look. They can implement anti-appearance discrimination policies, and create an open, diverse environment. Some training, like anti-bias, is also necessary in the workplace, which helps foster an authentic workplace culture that encourages individuality.