2. LITERATURE REVIEW
3.5 Sampling frame…………………………..……………………….………..….…….3 0
3.5.3 Coding
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on from what the participant has said (Granot et al. 2012). Analyzing the information is possible through using mapping and interpreting Kreuger’s seven established criteria (Rabiee, 2004). This theory consists of a 7-point test that is to be followed for an accurate analysis of in-depth interviews.
It includes the following; words, context, internal consistency, frequency or extensiveness of comments, the specificity of comments, the intensity of comments and big ideas.
3.5.3 Coding
Coding is the core process in classic ground theory mythology (Denzin and Lincoln,2005).
Though coding, we can capture the conceptual abstraction of the data gathered. It is an exploratory problem-solving technique that does not follow any formulas. Coding is simply an initial step towards a more in-depth analysis and interpretation of a document (Saldana,2009). There are two types of coding, the classic grounded theory, and substantive coding. For this research, the researcher will look for “codes,” words or short phrases that may symbolically assigned. A summative, salient, essence-capturing, and consist of interview transcripts, participant observation field notes, journals, documents, literature, and so on (Saldana 2009). For this study coding, a was a vital link between the data collection process and the development of an emergent theory.
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transcripts. There were many striking repetitive and similarities in the coding process. The interviews were conducted and structured to find out about the perception and awareness of the skin whitening phenomenon in Taiwan. Participants were asked questions, aimed to answer and create an understanding of the research questions. The results provided clarity of how the general public may perceive this skin whitening phenomenon in Taiwanese society. As the interviewees reflected on their attitudes towards the use of skin whitening products in the Taiwanese society, the following findings highlight the broader context of this study, which is the social context of what the popular discourse and practices are about skin color amongst Taiwanese. Direct quotations from the transcripts will provide evidence to provide justification of the findings. Some quotes may appear in more than one discussion as they may be relevant for use in a different discourse finding.4.1. Colorism: Social hierarchy
The discourse that social status can be determined from a whiter skin shade is still exists in Asian countries. Historical roots date as far back to the 19th century when the Chinese royal family ruled Taiwan (Pan, 2013). It was a time when Royals had whiter skin tones in comparison to the rest of society. White ivory painting of royals portrayed their white skin. All of this which signified status, wealth, and association with a particular social class of people. People with darker skin tones were usually peasants who worked in fields. The concept of skin color as an indicator of socioeconomic status is where people make an assumption about one’s social class sue to the
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aborigines who called the island their home for thousands of years. The Hakka and Han-Chinese that populated the island in several immigration waves. There seems to be a process of cultures and physical descriptors that allowed a hierarchy to form even if it is not along as stark racial lines as in other countries. Interviews revealed evidence that this theory is still very much alive in modern Taiwanese society. All participants explained that they had been taught to perceive whiter skin as “high status” in a social context. With many referring the centuries longing for the association to the Chinese royal family. When asked what does whiteness means to you, a participant stated:“Being white will give me more of an advantage to have a more social status. Going back to the history of China, because in our history it’s like there are some pretty princess who attract emperors because they are whiter as they don’t need to work outside” (P1).
P1 Is a fifty-five-year old Hakka woman, living in Kaohsiung. She grew up in a time where it was trendy to have fair skin. P1 is entirely submerged in the mentality of having whiter skin being more attractive and beautiful and this belief stands in today's society. She grew up hearing sayings like “一 白 遮 三 醜 ” (one scale of whiteness covers three ugliness.)". Her friends
influenced her as she talked about their beautiful white skin and makeup. Wanting to be like her friends, P1 purchased her first skin whitening products at the age of thirty-five years old. She noticed that the ingredients were harsh on her skin, especially the mercury. It made her skin sensitive, but she continued to make use of the products and would try to find other products that were less harmful. People are always taking precautions from the sun, being sufficiently covered
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of fifty-five, she is more interested in using anti-aging creams rather than using whitening products.
P1 discussed her understanding of how whiter girls are perceived in Taiwanese society. "People think that only whiter girls don't have to work and are richer and have better background" (P2).
P2 is a 24-year-old Hakka student who grew up feeling the pressure to have whiter skin from a parent and some of her friends. She believes that the obsession with whiteness is just a historical stereotype of being high-class. Her mother was born and raised in Shanghai, her father was born and raised in New Taipei City. P2s mother cares about her skin and skin color very much, she uses a lot of lotions and foundation every day. P2 practices this too because she grew up with her mother doing it. For her, it's very normal. She got used to it since high school. Except for the daily routine, she doesn't mind if her skin tone is darker or whiter. Her mother tells her that if she is whiter and a little bit of red, she would look much better.
"My parents and some of my friends. They will say being white, there's a very cool sentence that says being white is very beautiful." (P2). "Well, for me, it's more like history, and I would say stereotypes of being high class” (P2).
She has been taught to view and relate white skin with power and intelligence. P2 feels like that why as Asians with "yellow" skin people want to be associated with these straits and stereotype, so the aim to be as white as possible. A lot of pressure was felt until she got to high school.
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"I think of whiter People with more intelligence and power money but because I am Asian, basically yellow skin so for me and my group usually being as white as possible."
‘But maybe before senior high school but after that, when I got to high school, it's ok for me’ (P2). P2 thinks that having whiter skin does give you an advantage in Taiwanese society has this is what her parents would always say to her.
Interestingly, although many studies have discussed the topic of Asian women's obsession with whiteness, it is essential to highlight that while this is, in fact, very much true (Yan and Bissell, 2014). Asian Taiwanese women from this study do not want to be white in the sense of the race.
For many, it is just to be perceived as a valuable member in their society circle. The participant's construction of color higher hierarchy stems from centuries of glorifying whiteness with beauty, power, education, upper class. Here we see the quote that showcases this preciseness of whiteness being glorified by one of the participants. "I think a woman like to look white because white makes people feel fresher or more high class or noble, ya or make you feel." (P11).
P11 is a thirty-seven years old mother of two, Hakka woman. She is very traditional and grew up hearing all the saying that project having whiter skin as the social standard. P11 loves the fair look and uses skin whitening products regularly. Well aware of the harmful chemicals that some products contain, she continues as she believes that brands matter, so she only purchases from well-established brands. When asked, "would you still use these products with harmful chemicals," P11 stated no, but there are always chemicals that will never be sufficiently good for you. Thus, she always tries to find ones with the least harmful side effects. "No, but I think they
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still have another ingredient that won't feel so uncomfortable. but some white products will have side effects then I will try another product" (P11).
She first became aware of the skin whitening phenomenon when a classmate in college advised her to buy a particular product. P11 started using skin whitening products from the age of nineteen to date. "The first time maybe it's from my college because of my classmate she recommends a product to make my skin white. She thinks I should use this and I will be more attractive" (P11). The connection between skin color and class status still exists in Taiwanese society. So much so that it may have some of its people othering themselves from the community.
In Taiwan, lighter skin tones are preferred. This was apparent as many participants expressed their desire to maintain a whiter complexion to see themselves as a respected member of society.
4.2 Othering and ethnicity
Taiwanese aborigines, for instance, have for generations been treated as second-class citizens, limiting their social mobility. An aboriginal interviewee discussed her experiences issues that can be faced if you are of a darker skin tone in the Taiwanese society. Here in the following quotation, the participant talks about the different experience she had in comparison to her much lighter sister who is lighter in skin tone. “My sister is a light-skin. We are all aboriginal, but she is light-skinned she is super white (P4).
P4 is a Taiwanese aborigine. For generations, her ethnic group has been treated as second-class citizens, limiting their social mobility. An aboriginal Taiwanese with a very dark in comparison to other Taiwanese groups. P4 discusses her experiences of the different issues she faced as a darker skin toned woman in the Taiwanese society. The next quotation showcases what
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a participant associated with being white in the Taiwanese culture. “ whiter skin will put me in the position to have more social status."
As twenty-five years aboriginal from south Pindon Bai wan, P4 grew up darker than many in Taiwanese and with the skin whitening phenomenon. P4 dealt with being an outcast for most of her life. She does not have many Taiwanese friends, as many Taiwanese people usually thought she was a foreigner. P4 used her sister as an example to showcase the difference between her sister and herself. She mentions that her sister has a white, fair complexion and has many Taiwanese friends. P4 dealt with being an outcast for most of her life. Like many of the participants, P4's mother would warn her about staying away from the sun. P4's mother put exclusive remedies on her skin to prevent her from darkening. P4 states "We are all aboriginals, but she is light-skinned she is super white.
The aboriginal issues date back to the 1940s; a time when the Chinese nationalist expansion subjected aborigines to cruel treatment and punishments. Their rights were taken away as well as centuries-old aboriginal ancestral lands were the aborigine communities' primary source of income till date (Munsterhjelus, 2002). The aboriginals are still more likely to be unemployed, hold lower-paying riskier jobs, and are less likely to graduate from college. The aboriginal participants showcased this as a prevalent issue (munsterhjelus, 2002). P4 discussed her constant fear of not finding employment due to the color of her skin. "In the beginning, when I was looking for a job I was worried that my boss doesn't like dark skin girls because my boss is Taiwanese and I think 90% of the Taiwanese still want the light skin girls" (P4).
“Othering,” refers to the action by which an individual or group becomes mentally classified in somebody’s mind as “not one of us.” Othering is a discourse that the participants used
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to construct their explanation of questions continually (Purvis and Hunt, 2014). Noticeable participants whether intentionally or not “othered” themselves from the different Taiwanese ethnicity groups and especially about the aboriginals. This was visible with words like “them”
“they” “us.” In that quotation, the use of “they” is the perfect example to showcase how an individual becomes mentally classified in somebody’s mind as not one of them. When participants were asked what their thoughts were regarding how skin colors may vary across the different ethnic groups. A participant stated that most Taiwanese would, of course, care about their skin tone with aboriginals being an exception. Another quotation provided by another interviewee once again showcased the language of othering that many had through the different interviews. Except for aboriginal people, the word "they" "them" was used a lot by other Taiwanese when referring to the indigenous group. Again, note the keywords "they" "we" when referring to the members of the Taiwanese ethnic group.
These examples show how that in the current Taiwanese society, there may still be a big embracement that whiter skin is more beautiful. So much that many may have subconsciously disassociated themselves from all things that do not follow an individual perception of centuries old narratives. A different narrative of people within the Taiwanese society, which helps to set a clear pattern of the way that the Taiwanese participants perceive whiten already black.
When referring to other ethnical groups other than themselves, the aboriginal participant stated that she did not usually socialize with Taiwanese people. Many Taiwanese people perceived her differently due to how dark she is. It’s vital to highlight that it is not racial discrimination the participant feels, interestingly se understood that Taiwanese people are usually more comfortable with other Taiwanese due to the language barriers, etc. she is generally placed in the category of
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Taiwanese friends but not a lot actually because when they see me, they don’t think I am Taiwanese" (P4).
4.3 Perception of whiteness in the Taiwanese society
In addition to social class and ethnicity, there are more dimensions to the colorism in Taiwan. Many of the Taiwanese participants viewed whiteness as more attractive and beautiful.
The following statements are key answers from participants when asked what whiteness meant to them. Their responses highlight the discussion in the literature perfectly. The following are vital codes that consistently appeared when participants were asked what whiteness means to them, including “ looks prettier " (P1), " healthy skin" (P2), " more beautiful"(P11), and. " kind of pretty"(P6).
The Taiwanese participant’s unanimous and unsurprisingly related whiteness to statue, beauty, and wealth. P6 quotes this in her following quotation. “I think that whiteness means beautiful to all the girls. P6 is a student, who loves the color of her darker skin. She believes it’s something to be proud of. Contrary to this belief, she does use skin whitening products as she believes it helps her skin looks healthier. All her life she has observed her mother, who has always used skin whitening products. ‘My mum likes to use skin whitening products” (P6).
While the use her use of skin whitening products is contradictory to the proudness of her heritage, her view showcases a factor that may be prohibiting Taiwanese women to perceive the skin whiting epidemic as a negative thing. As the use of these products have become such a normal part of society. Many have witnessed their mothers and grandparents from an early age making use of these products. There seems to be a general understanding amongst most participants that this is a
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desire for the majority of women in the Taiwanese society. With another participant stating that having whiter skin is: “like being a high class” (P2) and stunning” (P5).
Another participant talked about how she relates whiteness to more intelligent people and people who hold power. She stated, “People with more intelligence and power money” (P9). P9 is a twenty -three years old student, who’s descendent from mainland China. Growing up in Taiwan, she was bullied at school for her darker skin tone. Another participant discussed her views and said: “I think a woman like to look white because white skin makes people feel fresher or more high class or noble” (P11). Points that relates to the discussion in the literature of a time where women with whiter skin were perceived as a higher value. This was the belief, but this study revealed that this is not always the case. Studies have shown how people from the same parents can have drastic looks or even gain gene that would have people baffled and question their identity.
This was precisely the case with an aboriginal participant who discussed here younger sister drastic look in comparison to the perceived perception of a typical indigenous woman. “I always want to be white” (P11).
4.4 White signifying cleanness
In addition to the association with beauty, light skin color is also linked to cleanliness. For centuries companies have portrayed this idea of darker skin being dirty to sell some soap. Many participants expressed that it was more to do with social status and beauty. Moreover, the participants also acknowledge the linkage with darker skin to being dirty or perceived as unclean and unattractive.
The literature discusses the notion of scrubbing your skill until a white layer is revealed marketing concept that was employed by companies for more than a century (Webb, 2013). In this research finding participants showcase similarity in some context as some made the following statement, "
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I am not pursuing it, but to me, it means to be clean and gives other people a kind of good impression" (P8).
P8 is Holko Taiwanese. She was born and raised in Yunlin, along with most of my family members. Growing up mother always told her to put on sunscreen, in case her skin color gets darker and it will not be good-looking if she had dark skin. Till date, her mother still wants her to wear long sleeves, hats, or caps so that she won’t get sunburnt and most importantly- will not get too brown. Some other quotations were illustrating the linkage of whiteness to being clean. “Now that I have a job, I think that I need to look beautiful and great to make customers believe that I am a clean and tidy person so they will trust me (P6).
“White skin gives more advantage socially. I think in general for people around when they are whiter, it gives others the First impression they are clean and honest” (P11).
4.5 Contradicting Practice
Another impressive result was the low number of participants that claimed they were not using any skin whitening products. Like previously mentioned, the sampling size is not big an adequate representation of the overall population of the island. Having said that it was interesting to see that only half of the participants claimed they owned any skin whitening product. Unlike
Another impressive result was the low number of participants that claimed they were not using any skin whitening products. Like previously mentioned, the sampling size is not big an adequate representation of the overall population of the island. Having said that it was interesting to see that only half of the participants claimed they owned any skin whitening product. Unlike