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treat all equal and not to be boosted upon those divine structures given to our body as to colour, physical appearance, size, family, sex, caste etc. Its engraved in mankind to believe that one group of people will always be better. Since the beginning of time there were the masters and slaves. What determines one's position in society was there skin colour. Mainly lighter skin individuals were affluent, which continues on today. Colourism is a form of prejudice or discrimination in which human beings of the same-race are treated differently based on the social meanings attached to skin colour. The colourism, although often overshadowed by racism, is not the same as racism. Race and skin colour are distinct phenomena that sometime overlap. Both the race and skin colour are social constructions. The colour of skin continues to play an important role in indicating an individual's race. Race discrimination and colour discrimination can occur between people of the same race or between people of different races or skin colours. The birth in a particular family with particular physical colour is solely depending upon the will of the Almighty. Any person can barely contribute to his self-birth. The impact of colour discrimination has created deep and dark strokes, causing never ending pain, even as stark questions hang in the air. Why should the feeling of different physical appearance be a burden on any one's shoulder? The most common but regretful example is seen at the time of marriage where girls with fair complexion are preferred as a perfect bride. In the recruiting process in some job position, such as air hostess, front desk officer, marketing officer etc., fair looking girls are preferred in most cases. Though job advertisement do not explicitly contain that the applicant has to beautiful and stunning to look at, but practically this criteria remains as one of the pre-condition for availing those posts. A study by Equal Opportunities Commission in USA finds that Asians and black women have a difficult time getting a job, opposed to Caucasian women. Media advertisements of various products and services, particularly those of cosmetics and toiletries are done by bright and dazzling looking female models. Surprisingly these advertisements promote to make the consumers brighter, dazzling and beautiful in appearance. Society continues to generate discrimination because the majority allows it to continue so. Even though race and colour clearly overlap, they are not synonymous. Thus, colour discrimination can occur between persons of different races or ethnicities, or between persons of the same race or ethnicity with different pigmentation, complexion, or skin shade or tone. The perception of beauty can be influenced by racial stereotypes about skin colour. The hair, body, and colour were society's trinity in determining female beauty, influence, and importance. The pervasive power of this trinity is demonstrated by the men against women. Racism used to be stirred up by the media. In drama and movie, the bright, fine-looking and stunning girls and boys are not only preferred, but also these factors act as pre-conditions for their casting. Unfortunately, the word 'fair complexion' is used as synonymous to pretty and darker colour synonymous to ugliness. The skin whitening cosmetic products are popular in Asia including Bangladesh. 4 out of 10 women surveyed in Hong Kong, Malaysia, the Philippines and South Korea used a skin-whitening cream, and more than 60 companies globally compete for Asia's estimated $18 billion market. The Advertisements show the girls are often declined due to colour of skin and after use of skin whitening creams the girls are accepted to make partners. The society is ignoring the bad impact on the mind of unmarried girls with darker skins. In USA, the media is responsible for influencing beliefs regarding ideas of beauty in the African-American community. Mass media productions often perpetuate discrimination based on skin colour. African-Americans possessing lighter skin complexion and European features such as lighter eyes, and smaller noses and lips have more opportunities in the media industry. For example, film producers hire lighter-skinned African-Americans more often, television producers choose lighter skinned cast members, and magazine editors choose African-American models that resemble European features. As a result, the media industry sends the messages that AfricanAmericans with Eurocentric features are more likely to be accepted, diminishing the status of darker-skinned
African-Americans. Concerning African-American males in the media, darker skinned men are more likely to be portrayed as violent or more threatening, influencing the public perception of African-American men. Since dark-skinned males are more likely to be linked to crime and misconduct, many people develop preconceived notions about the characteristics of black men. The negative public perception of darker-skinned African-American places them at a disadvantaged position in other aspects of society, such as the workforce. The writer is a part time teacher of Leading University, and pursuing PhD in Open University, Malaysia shah@banglachemical.com