"I am more than my Color": Understanding the Behavioral Intentions of

Teenagers in accepting one's Skin Color

A Qualitative Research Proposal

Presented to the Psychology Faculty

In Partial Fulfillment
of the Requirements in Social Psychology
Bachelor of Science in Psychology

Aquino, Emillene A.
Atencio, Cristel B.
Bawagan, Michael Ceazar T.
Cabrera, Kenth C.
Gregana, Leo B.
Ricafort, Wend Cegy C.
Sainz, Shairrah Kate P.
Sultan, Jelica T.

September 2022
Introduction

Beauty is known as commonly described as having a unique feature of qualities,

shape, physical appearance, and color. Beauty also refers to accepting one's unique

interior and exterior attributes, regardless of skin color. However, people often set the

beauty standard according to skin color, whether men or women. Skin color always

attracts and is constructed as the criterion of beauty. In line with this, skin color variation

is one of the most striking examples of human stereotypic diversity that may lead to

discrimination and inequality. 

Historically, the notion of the word "skin color" dates back to the days of teens.

People used colors during painting sessions, where color must use to describe a

rosy/beige tone that should resemble skin. The colorism diversity displays the

underlying bases of non-whitened skin colors, as well as how these are altered by

varying levels of discrimination. Beauty standards in skin color are based widely on

having fair skin. 

Colorism is prevalent in the lives of teenagers worldwide; they are the

adolescents who are recipients of physiological and socio-emotional development,

signifying the transition from childhood to adulthood between the ages of 12 and 25

years. Given the importance of this life period, skin color prejudice, stereotyping, and

discrimination can severely influence health, well-being, and life possibilities. Although

skin colorism has gotten far less attention in the literature than racism, emerging

evidence suggests that teenagers are subject to skin colorism in various circumstances

in their daily lives (Craddock et al., 2018).

 Globally, social judgment based on skin color is visible and widespread in today's

cases. With this said, skin colorism has rooted anywhere to become the society's trend

in beauty. On the Asian continent, a significant preference for whiter skin appears to be

the norm and may affect and influence society's behavior. According to a recent

research study conducted by Abating et al. (2022), the acceptance of beauty variety has

become an emphasis in a progressive society that, in return, broadly supports a more

widespread culture of purchasing skin cosmetics in the Philippines.

Skin color discrimination is a complicated and personal matter in the Philippines.

However, life may be challenging for dark-skinned Filipinos, who are ridiculed and made

to feel inferior. As a result, people may feel compelled to lighten their skin. Beauty

standards generally focus on women in various cultures. However, the need for a pale

complexion also impacts men in Filipino society. Furthermore, studies show that it is

difficult to locate people ready to talk about their experience with skin-lightening

products, even if they no longer use them. However, because skin lightening is so

common in Filipino culture, it immediately became clear that the reluctance derives from

a worry that others outside the Filipino community may not comprehend the subtleties of

this matter.

In the locality of Davao City, many individuals have been discriminated against

based on their skin color. One of the few who experienced being teased and laughed at

for having brown skin was the former Mutya ng Davao 2017. In an interview cited by

Mejos (2018), the beauty queen shared her experiences of being insulted about her skin

color. She proudly said that despite being discriminated against, it doesn't stop her from
reaching her goals. As a result, several individuals still have learned how to accept their

flaws against discrimination based on their skin color.

Further, the statement "I am more than my Color" is an eye-catching phrase

promoting awareness to those who are quick to judge others. Some teenagers never

truly comprehend and compliment others not until they evaluate things from their

perspective based on skin color. Additionally, knowing teenagers' behavioral intentions

in embracing one's skin color is extremely important since, as previously said, perceived

discrimination based on skin color has connected to disorders such as anxiety,

sadness, and other concerns. Hence, discrimination may be detrimental.

Despite the substantial amount of research conducted on skin colorism, only a

few studies have been on its implication that focuses on the behavioral intentions of

young individuals. As a result, this research study aims to explore and identify the

behavioral intentions of teenagers towards accepting their skin color. This research

study also aims to understand how teenagers' perspective on skin color affects their

behavioral intentions. Therefore, this study implies that this can be an eye opener to

combat the judgment on skin colorism and to stop discrimination among teenagers

regarding the disparities in their skin color. Thus, this research study implicates the idea

of teenagers' acceptance of themselves regardless of their skin color.

Research Objectives

This research study aims to explore and identify the behavioral intentions of

teenagers towards accepting their skin color. Also, this study seeks to understand how

teenagers' perspective on skin color affects their behavioral intentions. Lastly, this
research aims to give insights to future generations on the acceptance of one's skin

color.

Research Questions

This research study seeks to answer the following questions:

1. What are the behavioral intentions of teenagers toward their skin color?

2. How teenager's perspective on skin color affects their behavioral intentions?

Review of the Related Literature

This section presents the related works of literature that study skin colorism and

its role in teenagers' behavioral intentions towards accepting their skin color.

Skin Color

Skin color, mainly known as the human skin complexion, is the most visible area

of the human body. It ranges from a darker brown to the lightest color. However, skin

color has become an exciting standard for defining beauty in the current trend.

According to Stamps (2018), she said that in today's society, most preference for lighter

skin tones could be from all forms of social media. She has also added that people

mostly see this influence in advertisements and other social media representing the

current beauty standard.

As stated by Hunter (2021), she had presented that in recent years, skin color in

the beauty industry has garnered increasing attention as a result of a rise in the number

of social media outlets and celebrities who have made statements or caused debate on
the topic. Skin color has played an essential role in racism in determining what

constitutes "standards" of beauty in various societies. She added that the term "halo

effect" associates those people with lighter complexion can have perceptions of other

characteristics, such as intelligence and generosity. Colorism contributes to the

formation of racial hierarchies in today's beauty standards.

On the Asian continent, a significant preference for fair skin appears to be the

norm and may influence many social aspects. A recent study from Bansal et al. (2018)

publicized that discrimination based on skin tone is a significant issue in India. The

resulting stereotyping is deeply established in the country and has historical roots in

multiple civilizations. Skin color discrimination has directly led to the formation of labels

and standards for men and women alike, which has negatively affected the self-esteem

of many individuals. Additionally, cited from their research, they have said that skin tone

indicates class and beauty in some Asian and Asian American communities. Lighter-

skinned Asian women are considered more appealing. Nina Davuluri is the first South

Asian American Miss America. Her selection triggered racist tweets blending Indian,

Indian-American, Arab, and Muslim. One Asian Indian American commentator

sarcastically stated, "That gorgeous chocolate may be unique in the West, but in India,

we prefer vanilla beauty queens with blue contacts." Davuluri's Miss America triumph

was remarkable because of her skin tone. A commentator said Davuluri is "too dark" to

win Miss Indian America U.S.A. Others have said someone with such skin tone would

never win a beauty contest in India (Bansal et al., 2018)

Moreover, in the Philippine context, it was from Reyes (2020) after she claimed

that in her research, skin-lightening is a global industry that aims to transform people.
Her study explored that skin color has become related to race ("light" and "dark") and

age ("smooth" and "rough"), combining a desire for skin whitening with a worry about

skin aging. Also, she emphasized that the Philippines has viewed whiteness as superior

as skin-lightening advertisements influence people.

However, some news had reclaimed that darker skin colors were still attractive,

which embraces the actual color of the Filipino people. In the news article of Zapata

(2021), a professional named Garma Cotoner of Miliano Medical Aesthetic Group

agrees about skin color's role in beauty. She had uttered that if you want to remain

morena (brown-skinned) and are comfortable in your skin, you should serve as a

positive role model. And if you wish to advocate for that, feel free to do so, Cotoner

added (Zapata, 2021). In addition, Cotoner opined that darkening is a personal

preference and our world is beautiful because attractiveness is no longer exclusive

(Zapata, 2021).

Furthermore, in one of the interviews during the Mutya ng South Cotabato 2022

held last July of the same year, a candidate from Tantangan shared an empowering

statement about skin color discrimination. During the live interview of the final question

and answer portion, Jirah Shammeh Bantas eloquently responded that she's proud of

being an empowered South Cotabateña. Bantas (2022) asserts that she was a victim of

bullying and discrimination due to her skin color. She had grown up in a society where

having a darker skin color would make you look different. Despite being bullied, she

stood confident, claiming that her skin color didn't hinder her from achieving her dreams.

Lastly, Jirah ended her statement by saying, "embrace and love yourself" (Bantas,

2022).
 Therefore, Barcena (2022), as cited in Zapata (2022), concluded that she

embraces her skin tone through a movement called Magandang Morenx, which

translates as "beautiful brown skin," which is an organization supporting women being

bullied for their color like she was.

Behavioral Intentions of Teenagers on Embracing Skin Color

Teenagers are known to develop body positivity as well as insecurities. They are

individuals who are primarily the center of curiosity and consciousness. Many teenagers

learned to accept their flaws regarding differences in skin color. Teenagers' behavior

reflects their intentions of understanding the beauty within their imperfections. In line

with this, teenagers' behavioral intentions, or motivational factors, influence them to

accept and love themselves despite their skin color. In most straightforward means,

behavioral intentions have played an essential role for teenagers in understanding the

beauty and uniqueness of their skin color. In the research work of (Maxwell et al., 2015),

as cited in Miller (2022), behavioral intentions on skin color have been associated with

the motivational factors of people's satisfaction with their skin color.

Coard, Breland, and Raskin (2001), cited in Miller (2022), compared lighter,

medium, and darker skin satisfaction among different people. Darker-skinned

participants were more satisfied with their skin color. As a result, the behavioral

intentions of teenagers in accepting their skin color increase their motivation to embrace

who they are.