| ID | 155745 |
| Title Proper | Looking tājā ‘fresh’; skin whitening, and emergent masculinities in far-west Nepal |
| Language | ENG |
| Author | Maycock, Matthew William |
| Summary / Abstract (Note) | Throughout the Indian subcontinent there is a broad range of skin-whitening products (SWPs) widely advertised on TV, cinema on the streets etc … . In recent years, the multinational companies who produce these products have begun to focus on an untapped market – men and boys. Complementing feminist insights relating to the ways in which ‘body work’ is a form of control over women and constitutes a means of maintaining gender hierarchies, this paper considers the implications for men of a specific manifestation of ‘body work’, in this instance the use of SWPs. Based on the analysis of the ways that a group of young Nepali men talked about these products, this paper considers the evolving use of the Nepali word tājā (adj; fresh). Ultimately, this paper considers what are the consequences of the consumption of SWPs for local manifestations of embodied masculinities in far-west Nepal. |
| `In' analytical Note | Contemporary South Asia Vol. 25, No.2; Jun 2017: p.153-166 |
| Journal Source | Contemporary South Asia Vol: 25 No 2 |
| Key Words | Nepal ; Masculinity ; Consumption ; Embodiment ; Skin-Whitening |