Introduction

In todays society, skin bleaching has been a continuous debate. Whether the act is right or
wrong, it all boils down to the influence of public figures and low self-worth. The skin
bleaching phenomenon in high schools was selected to identify the causes and effects of skin
bleaching as well as, to provide more clarity on the matter. This research will therefore help me
in my future aspiration of becoming a lawyer to be more equipped with the knowledge of
different needs and the intellectual capacity of a person with low self-esteem. Abraham Maslows
hierarchy of needs theory focuses on five different needs but the need in focus for this research
will be self- esteem. Maslow felt there was a clear distinction between love and respect or
esteem. He felt that an ability to feel self-esteem and personal uniqueness sprung from being
loved and embraced by families and communities. As individuals, we naturally wish to excel or
be exceptional, to be noticed for our unique talents and capabilities. (Maslow, 1987, pp. 21-22).
It is on these premises that individuals change their skin colors to fulfill what they believe is their
need or what they think will make them unique, exceptional and accepted.
Such awareness may help me as an individual in the court room and in my personal life to assess
and address different personalities. The awareness of such a stage in this theory will enhance the
researchers knowledge of self- esteem needs and how these needs are triggered and dealt with.
Low self-esteem has fueled the skin bleaching phenomenon in a negative way which leads
individuals at a young age to be exposed and involved in activities that they think will allow
them to be noticed or to belong. This research has also helped me in Communication Studies to
be more cognizant of my environment and how to cope with persons who have low self-esteem.

According to Christopher D. Greens analysis of the Maslows theory in an article in (2000),

all people in our society (with a few pathological exceptions) have a need or desire for a stable,
firmly based, (usually) high evaluation of themselves, for self-respect, or self-esteem, and for the
esteem of others. By firmly based self-esteem, we mean that which is soundly based upon real
capacity, achievement and respect from others. These needs may be classified into two subsidiary
sets. These are: the desire for strength, achievement, adequacy, confidence in the face of the
world, and independence and freedom. Secondly, we have what we may call the desire for
reputation or prestige (defining it as respect or esteem from other people), recognition, attention,
importance or appreciation. These needs have been relatively stressed by Alfred Adler and his
followers, and have been relatively neglected by Freud and the psychoanalysts.
Satisfaction of the self-esteem need leads to feelings of self-confidence, worth, strength,
capability and adequacy of being useful and necessary in the world. But thwarting of these needs
produces feelings of inferiority, weakness and helplessness. These feelings in turn give rise to
either basic discouragement or else compensatory or neurotic trends. An appreciation of the
necessity of basic self-confidence and an understanding of how helpless people are without it,
can be easily gained from a study of severe traumatic neurosis.
In addition, according to Carl Rogers Theory of Personality (1977), the need
for self-regard or approval is enormous. Children are influenced by their
parents and strive for their approval by doing things to please them which
make them feel more loved. However, if their behavior does not meet with
their approval they feel less loved. They may then experience incongruence

between self and experience and this may lead to psychological

maladjustment hindering personal growth towards self-actualization, these
two theories were chosen because they help the researcher to find factors
influencing the skin bleaching phenomena in high schools.

An article in the Gleaner in (2013) entitled Skin Bleaching in Jamaica: A

Colonial Legacy, argues that although the desire for lighter skin colour is a
global issue, it is of particular relevance and significance in Jamaica. This is
so because "the majority of the population is of African descent, yet there is
an elevation of Eurocentric values and a denigration of Afrocentric values in
many facets of life, specifically in the promotion of light skin as an indicator
of beauty and social status".
In conclusion, self esteem has a lot to do with the choices that individuals
make especially in high schools. As a result of low self esteem and the crave
for belonging, youths may resort to skin bleaching which they believe will
give them the attention that they need, make them pretty or allow them to
feel better about themselves. Bleach is a liquid that is normally used to
remove stains. Is it that our skin colours are stains? Men and women were
created in the image of God; therefore we must be appreciative of our colour,
creed and race. We were dipped in chocolate, bronzed in elegance and
enamelled with grace; we are black and beautiful.