Colorism in advertisements in Kenyan print newspapers: A study of the nation newspaper

Abstract

Colorism is discriminatory, as it excludes dark skin tones and elevates light skin tones. Studies have established the negative effects of colorism on different groups of people. Owing to the power of advertisements to influence and shape opinions, beliefs and perceptions, this study’s purpose was to determine colorism in advertisements in Kenyan print newspapers. The research methodology encompassed the use of a case study design. The Nation print newspaper was studied because it is the most widely read newspaper in Kenya. Data was collected through the content analysis of all advertisements from January to April 2023. The study found out that light skin was the most preferred skin tone for males and females in the advertisements. However, more females than males in the advertisements were light-skinned, whereas more males than females were dark-skinned. This study concludes that colorism exists in advertisements in Kenyan print newspapers. The study recommends equal representations of color tones to mirror the composition of the Kenyan population.