Looking tājā ‘fresh’: skin whitening, and emergent masculinities in far-west Nepal

Matthew William Maycock

doi:10.1080/09584935.2017.1321619

Looking tājā ‘fresh’: skin whitening, and emergent masculinities in far-west Nepal

Matthew William Maycock

Research output: Contribution to journal › Article › peer-review

10 Citations (Scopus)

Abstract

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.

Original language	English
Pages (from-to)	153-166
Number of pages	24
Journal	Contemporary South Asia
Volume	25-2017
Issue number	2
DOIs	https://doi.org/10.1080/09584935.2017.1321619
Publication status	Published - 3 Apr 2017

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10.1080/09584935.2017.1321619

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title = "Looking tājā {\textquoteleft}fresh{\textquoteright}: skin whitening, and emergent masculinities in far-west Nepal",

abstract = "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 {\textquoteleft}body work{\textquoteright} 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 {\textquoteleft}body work{\textquoteright}, 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. ",

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JO - Contemporary South Asia

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Looking tājā ‘fresh’: skin whitening, and emergent masculinities in far-west Nepal

Abstract

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