Question

why would cosmopolitan whiteness seem better bow than caucasian whiteness, which for so long was the beauty ideal marketed in magazines, pinup calendars, ads, and movies?

Answer 1

Skin lightening, this practice as revealing women desire to emulate whiteness. Desire for whiteness is not same as caucasian brightness. Examining advertisement for skin whitening product of Cosmopolitan and skin tanning products in the America version of Cosmopolitan and it focus on the construction of Cosmo politan whiteness. Whitness is not simply ratialized or nationalised as such, but trans nationalise. Whitness is represented as the Cosmopolitanness embodying transnational mobility. Cosmopolitan whiteness seem better now than causation whiteness. Cosmopolitan whiteness so long was the beauty ideal marketed in magazine and arts. Because focusing on the both construction of cosmopolitan whitness and on the add as a site for the products of a cosmopolitan whitness as something that is good and desirable. The formation of beauty ideal articulated through racial,skin colour and gender discourses has historically been transnational.