Group 2 Colorism Final

THE ‘MORENAS’ IN MODERN DAYS: THE SOCIOLOGICAL PERSPECTIVES OF
GENERATION Z TOWARDS COLORISM AND SKIN TONE STANDARDS
The 'Morenas' in Modern Days: The Sociological Perspectives of Generation Z towards
Colorism and Skin Tone Standards
Caube, Daryl Jay I.
Dimalanta, Gerill G.
Gatbonton, Darlene Gail D.
Reyes, Justin B.
Rivera, Jane S.
Zuniga, Ranhella Jean R.
This research is submitted in partial fulfillment of the requirements for Senior High School -–
Humanities and Social Sciences (HUMSS) Strand
Don Honorio Ventura State University
May 2022
DON HONORIO VENTURA STATE UNIVERSITY

ABSTRACT
This study aimed to understand the sociological perspective of Generation Z Morenas
towards colorism and skin tone standards, as they are the most likely to encounter and experience
this issue. In order to identify the aforementioned problem, the researchers employed a qualitative
descriptive method to achieve the paper's objectives. Based on the results, colorism in the
perspective of Generation Z Morenas is a social problem that must be addressed since it affects a
person’s confidence, self-esteem, and perception of what is considered beautiful. However, as
people's understanding of this issue is continually increasing, positive societal changes have taken
place.
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ACKNOWLEDGEMENT
A heartfelt appreciation is dedicated to all the people who did not hesitate in extending
their help from the start, up until the end of making this whole research paper.
The researchers would like to thank their parents, relatives, and friends for the constant
moral, mental, and emotional support, along with providing the financial assistance needed.
The researchers would also like to recognize their research adviser, Mr. John Reinjoe F.
Namit, for his continuous effort in guiding them throughout the creation and construction of this
paper. To Ms. Jacquelyn Magno, Mr. Aldrin D. Parico, and Mr. Ivan G. Liwanag for their
sincerely shared knowledge and expertise in each proposal to better develop the study and its
success.
On top of that, glory to God Almighty the most in centering this work of knowledge and
academic purposes.
The Researchers
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DEDICATION
This research is dedicated to all Morenas, people with darker complexions, to those who
have struggled due to their skin color, and to all individuals who are taking a stand and trying to
combat the widespread problem of colorism.
The Researchers
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TABLE OF CONTENTS
Title Page ……………………………………………………………………..i
Abstract …………………………………………………………………….ii
Acknowledgement ……………………………………………………………………iii
Dedication ……………………………………………………………………iv
List of Contents ……………………………………………………………………v
List of Figures ……………………………………………………………………viii
Chapter Page
1. THE PROBLEM AND REVIEW OF RELATED LITERATURE
Introduction…………………………………..………………….………………..1
Review and Related Literature…………………………………….……………...1
Statement of the Problem……...……...……………………….………………....14
Significance of the Study……..……...……………………….………………….14
Scope and Limitation………………….………………………….……………...16
Definition of Terms……………………………..…………….…………………17
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2. RESEARCH METHODOLOGY
Research Design…………………………………………………………...…….19
Research Locale..……………………………………………...………………...19
Research Participants…………………………………………………...……….20
Research Instrument………………...………...………………………………...21
Data Gathering Procedure……..………………………………………………..21
Data Analysis……………………..…………………………………………….21
Ethical Consideration…………..……………………………………………….22
3.FINDINGS
SOP 1: How may the perspectives of Generation Z towards colorism be
describe in terms of: ……………………………………………………………25
A. Emotional and discriminatory encounters.........………………...…25
B. Self-esteem and confidence.………………..…………………...…28
C. Social acceptance………………………..…………………...……31
SOP 2: What is the role of social media in the skin tone preference of
Generation Z?…….…………………………………………………..……..34
SOP 3: How does colorism related to the consumption of whitening
products in the Philippines?………………………………………………....37
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Emerging Framework…..……………………………………..……....….…40
4. DISCUSSION
Summary……………………...………………………………………………41
Conclusion…………………………...……………………………………….43
Recommendation……………………………………………………….…….45
REFERENCES
APPENDICES
CURRICULUM VITAE
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LIST OF FIGURES
NO. PAGE
1. Thematic Diagram ……………………...………………………………………....22
2. Emerging Framework ……..……………………………………………………...39
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CHAPTER I
THE PROBLEM AND ITS BACKGROUND
Introduction
In the Philippines, colorism is ingrained in history and in human society, to the point that
it is no longer a result of colonialism but rather of a failure to change attitudes. It is a rampant issue
that the majority of the world and the Filipinos continuously experience over the years. Currently,
social media and advertisement play a significant role in the existence of colorism. Because of the
impact of several paid promotions on social media and the existing skin tone standard in the
society, people are often persuaded to buy skin-lightening products. Particularly, the individuals
who are also affected by this social issue are the Generation Z which refers to those born between
1997 and 2012 (Kasasa, 2012). However, these group of people are equipped with the greatest
capacity to solve it, as they are members of the modern times who have been profoundly impacted
by technology that enables them to readily raise awareness via social media. This concludes that
the sociological perspectives of Generation Z must be the utmost priority in raising social
awareness of dark-skinned tones in the following review of literature.
Colorism has been called the new “ism” in America since it is a distinctive practice and
system that is rampant in the country. Although interconnected, racism and colorism are two
different notions (Harrison n.d.). Colors of individuals are based on their race that is why people
cannot disregard it, since it is the main factor of having different kinds of color. It is the belief that
all members of a racial or ethnic group share the same abilities and characteristics; such capabilities
are usually defined as inferior. Therefore, people have a general prejudice about dark-skinned
people.
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Based on the study of Harrison, people value and respect white people more since they are
considered superior to black people. Considering the fact that dark-skinned people were slaves and
shackled to white people in ancient times. This simply proves that separations occurred due to the
color of the skin. It elevates the white to the pinnacle of the social hierarchy. Racism by race and
colorism by complexion are examples of discrimination.
Skin tone biases seem quite resistant to suppression (Monk, 2021). In a society where
racism is still common, skin tone discrimination is visible. It exists and continues to create a cue
to activate culturally embedded prejudices and stereotypes that lead to race-based discriminations
where it is interrelated to one another. Moreover, according to the experiment done by Gray (2002),
darker-skinned people are more likely to be the target of negative opinions, perspectives and
stereotypes. Wherein lighter-skinned people are more preferred and acceptable over the darker
ones. In the meantime, skin color will continue to serve as the most obvious criterion in
determining how a person will be evaluated and judged (Adam, Costes & Hoffman, 2016).
The concepts and background information that were initially discussed in this paper led the
researchers to further investigate the darker-skinned tone of modern day. The in-depth discussions
and illustration of colorism that was prevalent mostly in African-American people and later passed
in the Philippines; in fact, it became an area of concern to the morenas. To render more its
explanation, the portrayal of discrimination is visible under colorism — discrimination by
complexion.
Moreover, in the Philippines there were 333 years of Spanish subjugation that was deeply
rooted into colorism of the country (Herrera, 2015). Also, prior to the colonization of the
Spaniards, various ethnic groups inhabiting the Philippines were independent from each other.
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They had different systems in terms of gender, class, race and relationships (Natividad, 2006).
Negritos, also known as Aetas were considered as the first inhabitants in the archipelago with a
dark skin, flat nose, and curly hair, usually with a height of below five feet tall. Also, the later
groups that dominated the country came from the Malays with brown skin and were more likely
to look the same as the Filipinos in the present times. The above-mentioned evidences imply that
Filipinos originally belong to a non-white race ranging from black, dark brown, to light brown.
Later on, the subjugation of Spaniards and their cultural assimilation to the country brought
the ethnic groups together and intercultural relationships occurred. The settling of various groups
created a racially-mixed and multi-ethnic Philippines. This became extensive during the post
colonization period, and because of the colonial mentality instilled by the colonizers, hierarchy
based on skin color existed and put the white on top, the reason why Filipino ancestors considered
themselves as inferior because of their own natural “kayumanggi” color (Natividad, 2006). Given
the fact that the Philippines is placed in a tropical state and much exposure to the sun causes the
darkening of the skin pigments (David, 2002).
After the Spaniards, Americans resided in the archipelago. Magdaraog (2014) cited the
study of Rondilla (2009) stating that the fascination of Filipinos for having fair skin could be rooted
from the oppression of the Spaniards and followed by the Americans. This means that Filipinos’
beauty standards are affected by the years under Western rule. Eurocentric beauty standards have
‘colonized’ the mentality of Filipinos by wanting to have fair skin and disregarding their own color
that makes colorism pervasive in the country.
Furthermore, Spanish and American colonization are one of the factors why fair skin is
being patronized in the archipelago. Colonizers have engraved an impression that having a light
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skin has higher value than having black or dark skin that is why Filipinos refuse to accept their
naturally dark complexion. With that being said, Filipinos are somewhat facing an identity crisis
due to the lack of understanding of their own race and having a hard time recognizing their dark
skin in positive terms (Rondilla, 2012).
For instance, the literature Kayumanggi versus Maputi: 100 Years of America’s White
Aesthetics in Philippine Literature of Teodoro Benigno from the book MIXED BLESSING: The
Impact of the American Colonial Experience on Politics and Society in the Philippines (2002), is
about how Filipinos have lost themselves after the 425 years of being colonized by different
countries and quoted, “we are in search of a face, a Filipino face”. The author described a Filipino
by having a polychromatic brown color and envied the white pigmentation in the skin of Western
people. The Filipinos have always been associating skin color with physical beauty wherein most
of the times, “maputi” (fair-skinned) is the standard and not “kayumanggi” (brown-skinned).
To support what is stated above, Cortez, Kim, and Toseta (2019), further defined that
colonial mentality of Filipinos allows them to decline all of the traits of being Filipino and desires
to have everything that is American. Moreover, the authors mentioned that the Philippines has
adapted massive cultural influence from the colonizers and that includes beauty standards.
Spaniards and Americans who colonized the Philippines have both fair and white complexions so
there is no doubt that the Filipinos try to adhere to Western beauty standards. Colonizers may have
left the country, but the post-colonization effect still exists because of the impact they left on the
mentality of the Filipinos that have shaped through the years.
Based on the studies mentioned, Filipinos have naturally dark skin complexion considering
the looks of the first ethnic groups residing in the country. Through the years of being colonized,
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the mentality of being inferior for having dark skin remains until the present times. Having a dark
complexion is one of the characteristics of being regarded as a Filipino but it is hard to
acknowledge it due to the adapted mentality from the Western countries. Filipinos’ urge to have
lighter skin causes them to lose their own identity.
From colonization to the present day, younger and modern generations continue to face the
impact of colorism in society. Specifically, the Generation Z that were greatly impacted by
colorism from young to adulthood. Also, this generation is greatly involved in social issues that
are happening in the society. This generation has a great connection to online communication
because they always want to be connected with others through the use of readily available
technology (PrakashYad and Rai, 2017).
The above reasons laid an evidence that this group possesses a thirst for knowledge, they
are intelligent, motivated to make a difference in the world, innovative, self-motivated,
responsible, caring, and understanding. Additionally, they are referred to as the “we” generation.
This generation is distinct from previous generations in terms of its needs, expectations,
viewpoints, and aspirations (Seemiller and Grace, 2017).
Generation Z has a significant impact on educating a large number of people via social
media, which is beneficial for the growth of the society. There are a lot of technologies that enable
them to easily gain more knowledge and for them to easily connect and share information with
one another, which also gives them the advantage over the other generations. According to
Rothman (2016), Generation Z are technologically sophisticated and strongly connected by the
social media apps; Facebook and Twitter. They have also learned that change and diversity are
anticipated. These individuals want to make a difference, be socially responsible, and believe that
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their work matters. They also move quickly than the other generations which makes it their
advantage.
Numerous technologies exist in the present times that enable Generation Z to increase their
knowledge while connecting and exchanging information with one another. Therefore, the
advantages of technology enable Generation Z to navigate quickly through digital platforms, which
qualifies them to be the individuals who can make changes or progress toward resolving the
problem of colorism.
In the modern day, advertisements for skin whitening products are widely disseminated
throughout the Philippines in order to encourage a large number of clients, particularly Filipinos,
to try and use skin whitening products. Shin (2014) mentioned an advertisement for skin whitening
that featured African-American comedian Jinky Oda. On the left photo of the advertisement Oda’s
torso is dark, while on the right, the comedian has a whiter and lighter skin, as well as having nicer
clothes and hairstyle in comparison to the other photo. It is clear that there is a difference between
the two photos, most notably in Jinky Oda's skin tone that highlights a norm that having a lighter
skin is equivalent in being more socially acceptable, attractive, and beautiful in the eyes of
consumers than having darker skin.
According to Rondilla (2009), a review of advertisements for skin lightening and beauty
products in women's magazines published in the Philippines and the United States demonstrates a
transnational and global conversation about beauty standards. Rondilla stated that she is concerned
about the misleading impression that cosmetics businesses are expanding conceptions of beauty
by promoting mixed race models.
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Furthermore, social media is the site where almost everything about human lives,
accomplishments, products, skills, and a lot more are shared with others. According to Chuah and
Wang (2020), social media has invaded everyone’s daily lives and has the ability to influence them
with various ideas, thoughts, and attitudes. More specifically, they assert that social media can
influence people’s purchase intentions as well as other aspects of every individual's life. As a
result, social media influencers play an essential role in spreading certain ideas and having a
substantial impact on the lives of their fans and followers.
Today's society demonstrates a strong desire for lighter skin tones, as evidenced by global
media. Individuals portrayed in advertisements and on social media embody the modern definition
of beauty (Stamps, 2018). The media influences one’s perceptions of beauty, as lighter skinned
models both male and female are preferred over darker skinned models in almost all
advertisements, and they are praised for their appearance. Also, products that promote “fairness”
are usually promoted by television stars, actors, and actresses who were naturally white, that is
why white-skinned foreign models appear on the majority of advertising billboards (Mishra, 2015).
This shows that lighter-skinned models are preferred to endorse fairness-promoting products since
they are more enticing to consumers who want to whiten their skin in order to have a lighter and
brighter complexion, such as the models in numerous skin whitening product advertisements.
Moreover, social media is a huge factor that helps businesses to grow, but knowing that it
can also be a tool in the development of colorism, it is a factor that should be looked at from a
different angle, on how it affects people’s perception of skin color. According to Hajli (2014),
customers are more inclined to purchase from social networking sites when they are encouraged
to do so by their peers, as well as when they are encouraged to do so by the social media itself.
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Also, trust in e-commerce is projected to grow as consumers become more connected through
social media platforms such as discussions, reviews, and recommendations.
It is noticeable that social media is used to advertise, market, and sell whitening products
without taking into consideration how it can affect people’s perception of skin color. According to
the Behavioral Sciences Department Chair Dr. Janet Arnado from De La Salle University in the
article written by Chin, Dela Cruz, and Enriquez (2021), colorism becomes an issue due to the
prevalent advertisements of skin whitening products in billboards, commercials and social media
platforms.
Furthermore, in January 2016, skincare company Seoul Secret that is based in Thailand,
made an advertisement which promoted a skin-whitening product with a tagline of "Whiteness
makes you win" which went immediately viral on Thailand social media. The story was covered
internationally by sites such as the CNN. Numerous publications stated that this is a clear case of
racial discrimination against specific ethnic populations, such as the 'Na Lao (Lao face) associated
with the Thai Lao; the advertisement should be investigated immediately by the National Human
Rights Commission (Slutskiy and Mamilton, 2017).
Some skincare brands capitalize on people's preference for lighter skin tones by marketing
and advertising their skin whitening products to people, who perceive white as a symbol of
strength, beauty, and attractiveness in general. According to Bernos (2015), it is obvious how the
word "white" has become a prominent feature, specifically the Pond's product branding, despite
the diverse product categories of whitening, cleansing, anti-aging, and hydration. This
demonstrates how Pond's capitalizes heavily on their products' whitening portrays and positions
them as a necessary component of beauty and skin care.
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It is clear that social media and advertisements play a significant role in how people
perceive the skin color that is deemed beautiful in society. Due to the pervasiveness of deep-seated
colorism throughout the world, particularly in the Philippines, many brands now rely on the media
to market and advertise their whitening products, which is why individuals desire to acquire a
lighter skin tone, thus compounding the problem of colorism.
Meanwhile, the existing “toxic colonial standard of beauty” of Filipinos can be traced in
Filipino culture since the Philippines was conquered for many centuries under colonial control of
the Spanish, Chinese, and Americans (Casillan, 2020). People then had the common beliefs that
having a lighter skin will more likely give an individual more opportunities and greater success in
life (Glenn, 2009; Hunter, 2007). That being said, Casillan added that, in today’s generation, the
skin-lightening industry baits those Filipinos who are insecure about having tanned and darker
complexions.
Papaya soap is one of the most widely-accessible whitening products in the Philippines. At
the price of 79 pesos, which is approximately $1.52 in the United States, it offers a cheap
alternative for many skin-whitening products (Perez, 2018). Instead of spending thousands of
pesos, Filipinos can achieve the lighter skin that they want at an affordable price. However, based
on the packaging of papaya soap, it inhibits “formation of melanin that causes skin darkening”. In
this sense, it blocks the body’s natural function, one of which is to produce melanin (Rondilla &
Spickard, 2008, p. 79-80).
As cited by Brenner and Hearing (2008), melanin is theorized to “serve as a physical barrier
that scatters Ultraviolet Rays (UVR), and as an absorbent filter that reduces the penetration of UV
through the epidermis”. It is also suggested to have a photo protective role against UV radiation.
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Interfacing the melanin in the body just to achieve the Eurocentric feature will just lead Filipinos
to different health problems and harm, since there is all year long abundant sunshine in the
Philippines.
The existence of colorism, not only in the Philippines but also in the world, leads to
different social problems such as in work, education, and in the mental health of people. Moreover,
at some point, the color stratification affects the employment of Filipinas abroad and they have to
experience racism first-hand. According to Salazar (2008), Filipinas have to overcome the
stereotype that they are maids and caregivers, even though they had so much more of a hard time
commanding the respect they deserved because they are small. Salazar also added that Filipinos
are even paid significantly less than their white counterparts in many places for the same kind and
amount of work.
Tracing the roots of these in the literature produced during the Spanish period, it was
reflected from the subjugation of indigenous Filipinos. José Rizal, a Filipino author, describes the
female love of Maria Clara’s skin in his 1887 novel Noli Me Tángere, as having “the whiteness of
cotton, according to her enthusiastic relatives” (Rizal, 2006). Although the novel is a work of
fiction, Noli Me Tángere reflects the values of a culture where whiteness is conflated with beauty,
and beauty inspires a female’s desirability in a patriarchal society.
According to the study conducted by Bettache (2020), darker-skinned individuals were
(and maybe are) perceived as less capable, less intelligent in such societies and resulted as more
unhygienic than their light-skinned counterparts. Bettache also added that dark skin appears to be
sometimes the epitome of all that is wrong with humanity.
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With all being said, now is the time to ditch the papaya soap as people have acknowledged
their loaded and troubled past. Grow and past the mindset that “if you’re lighter, you’re better” but
rather “if you’re lighter, it doesn’t matter” kind of mantra to adapt (Casillan, 2020).
Taking the presented information into account, it shows that the existing beauty standard
in the country does not only affect a person’s social life and emotions but also can be dangerous
to their health. Since the majority of the mentioned products prohibit the production of melanin in
our skin. Therefore, the researchers conclude that; if people will continuously patronize skin
whitening products as they try to conform to the standard of the society, it would do more harm
than good.
Colorism is the structure that gives more favorable treatment and higher social status to
individuals of light skin. This style of privilege is generally practiced within the racial community.
Ultimately both were intended to perpetuate White domination and reward emulations and
adaptions of “whiteness” (Harrison n.d). According to the study of Hunter (2007) and Bryant
(2013), in the America where slavery is the creation of the consequenced of colorism and it is
generally called race-based discrimination that existed because of the skin color. In addition, skin
tone bias creates unwelcome influence in society; individuals have been affected in multiple
aspects of life and these are economic disadvantages, political disadvantages, and self-hatred were
linked in colorism as its result (Duke & Berry, 2011; Howard, 2011).
As mentioned by Stamps (2015), in the study of Fiske (2000); Macrae and Bodenhausen
(2001), it stated that it produces social inequalities where it often triggers various stereotypes that
lead into constrained social interactions. In the study of Hill (2002) that assessed the physical
attractiveness of the person, it found out that skin color significantly influences the attractiveness
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of the person. Dark-skinned women are less attractive to those who are lighter-skinned. In due
course, women who assessed their physical looks and attractiveness based on the society’s beauty
standard caused them to suffer psychologically. Also, African-Americans evaluate their
personality, capability, and efficiency that alter how they see themselves most especially in the
educational setting, workplace, and romantic relationships (Wade & Bielitz, 2005).
As a result, colorism became rampant in the society, frequent use of bleaching has been
known because it is the direct consequence of colorism and also self-hatred for an individual's skin
color. Also, the growing phenomenon of this is due to self-hate where he defines and describes as
“crisis identity among Black that portray the colorized beauty contest based only on the standard
of whiteness” (Charles, 2011).
Veras (2016) reveals that women are most influenced and affected by the concept of the
colorized beauty most especially inside and within the family members, while men are most
influenced and affected because of their peers. When a man or a woman encounters discrimination,
they might deal with the stress in various ways. Several negative coping methods can have a
physical or psychological effect on the body, which may result in health problems such as
depression or anxiety in both men and women (Borrell, et al., 2006; Pascoe & Richman, 2009).
Colorism does have an effect on an individual’s self-esteem depending on the culture and
how the people around the community perceive it. Some people dislike their skin tone because of
colorism, which says that lighter skin tones are better and more attractive. Colorism promotes
tension between individuals and those around them (Fultz, 2013; Howard, 2011).
Furthermore, colorism has a dominating effect on society when one skin tone is considered
more desirable than another (Maddox & Gray, 2002; Glenn, 2008). If a person does not meet this
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invisible social beauty standard, he or she would degrade itself and would aim for a betterment to
fix what is not right. As a result, a person's self-esteem is significantly influenced by comparisons
they make with other people and the feedback they receive from others (Thompson & Keith, 2001).
Individuals with a strong ethnic identity and high self-esteem can cope with discrimination
positively, reducing its impact. Additionally, this kind of social perception especially at this time
has a big impact on psychological and mental health for the use of social media made this
intangible standard as a basis to measure one's own worth and value (Umana-Taylor et al., 2008).
According to Stamps (2018), from the study of Howard (2011), the internalization of
colorism can cause severe emotional and physical harm. It is possible to have low self-esteem, low
self-confidence, self-hatred, and to be economically or politically disadvantaged.
Therefore, this review of related literature concludes the unfair treatment given to those
who have darker skin color that results in inequality, and the influence creates huge impacts in
one’s social and personal life. At this point, negative connotations such as unacceptance and white
supremacy, eventually lead them to question their worth and value as a person due to the society’s
set skin color and beauty standards.
Accordingly, the researchers hypothesize that recognizing Generation Z's perspective on
colorism and skin tone standards will be an immense help in educating people about this matter,
which will eventually lead to an open-minded society where all colors are accepted and considered
beautiful. The main objective of this study is to raise awareness that will help the spread of
knowledge about colorism that will empower individuals, particularly those with darker skin tones,
and interdict people from denigrating others based on their skin color.
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Statement of the Problem
Generally, the aim of this study is to describe and analyze the sociological perspectives of
Generation Z towards ‘colorism’ and skin tone standards.
Specifically, this paper seeks to answer the specified questions:
1. How may the perspectives of the Generation Z towards colorism be described in terms
of:
a. Emotional and discriminatory encounters;
b. Self-esteem and confidence;
c. Social acceptance
2. What is the role of social media in the skin tone preference of Generation Z?
3. How does colorism related to the consumption of whitening products in the
Philippines?
4. Based on the significant findings, what input/framework may be inferred?
Significance of the Study
The significance of this research is to broaden one's understanding of the complexion of
dark skin color. It also raises awareness through wider perceptions and to acquire information
about the topic; to gather knowledge that will help in breaking the unhealthy skin tone standard in
this age.
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Second, is to see more about colorism, what it means for the people who have darker skin
color that is rampant in the society. Lastly, is to evaluate and interrogate social assumptions
concerning being a Morena, just as to raise awareness for all, which ought to be the primary
purpose of this research. Different individuals will benefit from this research since it provides
concrete details and information.
To Morenas. The significance of the study is to give them a pleasant view of themselves
that having a darker skin color is not a hindrance for one being to express and socialize in the
society. It also focuses on their beauty and reminds them that they are valid.
To Society. The significance of this research is to stop discrimination among dark people,
since society is the setting of this research. Their role creates a big impact on one’s mind and
understanding. This research aims to achieve a harmonious society in which individuals of various
skin tones coexist peacefully.
To the Students and Readers. The significance of this research will awaken their
awareness on the said topic and make them realize how big the effect of colorism is. It also
promotes actions to suppress and to end negative perceptions of colorism, so that the next
generation will truly appreciate the beauty of dark-skinned people.
To the Teachers. The significance of this research is to give them warning or signal that
colorism has a broad impact in the society and as professionals that hold a factor affecting the
Generation Z student on how they will contribute and shape the sociological perspectives of the
students. They are reminded to teach manners and values respecting the differences of the colors
of every mankind.
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To the School Administrators. The significance of this research for them is to give more
value and appreciation to those who have darker colors. As the school administrators, they have a
big responsibility to maintain equity and equality of every skin color on the premises and have a
lighter atmosphere. They should also implement programs that will strengthen the equity and
equality in the school.
To the Future Researchers. The significance of this research could help them to gain
more ideas, as well as it will serve as their guidance on making their own research, also it could
be their reference to their future research. This study will also serve as their support on their paper
to make it more concrete and informative.
Scope and Limitations
This research focuses on the sociological perspectives of Generation Z towards colorism
and skin tone standards, mainly the Morenas in the modern day period. It covers related
information that could help in determining the rise of colorism, particularly in the Philippines
which impacts the standards of beauty by just the skin tone. It also aims to assess the different
views of the society in the modern days and how it influences the Morenas in various ways. Upon
the process of forming this paper, the researchers delimit the study by making Morenas as the
center of the research instead of having both, which includes the Morenos of the modern day as
well. Furthermore, the interview was done online via Google Meet, wherein criteria such as usage
of whitening products and experiences that the participants encountered are implied. It
encompassed Morena people between the ages of 18 to 24 as participants, and solely from the
municipality of Lubao, Floridablanca, and Bacolor.
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Definition of Terms
For a better understanding of this study, the following terms are defined in the context of
this research.
Colorism. According to Hunter, et al. (2013), it is the discrimination of individuals with
darker skin. In this study, colorism pertains to skin-color discrimination, which most morenas
have faced.
Colonialism. According to the Stanford Encyclopedia written in 2006, it is a practice of
subjugation which involves domination of one people to another. In this study, colonialism pertains
to the Spaniards and Americans’ past subjugation in the Philippines.
Complexion. According to the Cambridge Dictionary, it is the natural appearance, quality
or color of the skin especially on the face. In this study, complexion pertains to how dark or fair is
the skin tone of an individual.
Euro-centrism. According to Gray (2002), Eurocentrism roots from the standard that
having a Eurocentric feature is more preferred, acceptable and desirable in society. In this study,
euro-centrism pertains to the darker-skinned people being more likely to be the target of negative
opinions, perspectives and stereotypes.
Generation Z. According to Parker (2019), it is clearly the most racially and ethnically
diverse generation with such technological advances. In this study, Generation Z pertains to the
generation born between 1997 and 2012.
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Morena. According to Bananaparadise (2016) of Urban Dictionary, it is a feminine
Portuguese word which means "tan" or "black hair", and also used to describe girls with olive skin.
In this study, morena pertains to a Filipina woman with a brown skin or darker skin tone.
Skin color stratification. According to Hunter (2007), it is a system that gives
opportunities and grants privileges to those who possess lighter skin color. In this study, skin color
stratification pertains to the inequality that is based on the darkness or lightness of a person.
Sociological Perspective. It refers to the way people see the world and how it encourages
individuals to evaluate familiar surroundings in a fresh way (Robertson, 2021). In this study,
sociological perspective pertains to the view that the social background of people influences their
attitudes, behavior and life chances.
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CHAPTER II
Research Methodology
In this chapter, the researchers present the methodology to be used in the conduct of the
study. It consists of the research design, research locale, research participants, data analysis, data
gathering procedure, and ethical considerations. In this chapter, the participants, criteria to be
followed, the process of data collection, and data analysis are discussed and elaborated upon.
Research Design
This study is a qualitative research; it centers the understanding of humanistic or idealistic
approaches for research queries. It is used to recognize people’s behavior, interactions, beliefs and
experiences (Pathak, et. al, 2013). This type of research allows the participants to share their
thoughts and experiences about the said topic.
The major intention of using qualitative descriptive research design is to use the gathered
data to determine the problem. It is a research design which requires a direct description for the
data collection. This method does not require variable selection, manipulation, or prior theoretical
commitment. In a qualitative descriptive study, no theory is formed from the data, (Lambert, V.
and Lambert, C., 2012).
Research Locale
The researchers chose the morena participants from the different municipalities in
Pampanga, specifically from (1) Lubao, (2) Floridablanca, and (3) Bacolor. Three municipalities
were chosen for the research to be conducted through an online meet, since Generation Z are
diverse in the province. The collection of data from various environments were considered in
order to obtain a different range of perspectives among the participants.

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Research Participants
The researchers used purposive sampling: participants were chosen based on their
characteristics and eligibility to participate in the study. They are selected through considering
their availability and willingness to partake, as well as the ability to articulate, express, and reflect
on one's experiences and opinions, are essential for all participants in a particular study.
Additionally, a purposive sampling does not have a fixed number of participants (Alkassim &
Tran, 2015).
To meet the desired results, the researchers have selected participants related to the study
for an attainable qualitative research who met all the criteria in the study. In order to fulfill the
goal, a criterion was made in selecting the Morenas in accordance with the requirements as follows:
1. Are you part of the Generation Z?
2. Is your age range from 18-24?
3. Do you use whitening products? If yes, what whitening products do you use?
4. Are you using whitening products for six months or more?
5. Have you experienced discrimination or bullying upon having darker skin color?
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Research Instrument
The researchers used the method of interview as the instrument in data gathering, wherein
information were gathered through conversation The interviews were done online with the
prepared list of open-ended type questions based on the thesis statement. Farrell (2016) believes
that with the use of this type of questionnaires, the participants will have the freedom to express
their thoughts, and to share their experiences in depth.
The interview was documented using a screen recorder or voice recorder. Questions were
translated in Filipino and Kapampangan, and the participants answered in the language that they
were most comfortable with. To ensure the validity of every question used in data gathering, the
researchers sought the approval of the research validators.
Data Gathering Procedure
The data gathering of the study administered the research instruments to the participants,
and the data were collected via an online interview. The participants responded to all the questions
devised by the interviewees or researchers for the purpose of the study. Prior to conducting an
interview, the researchers were able to obtain consent from the research adviser, and most
importantly, the consent of the study participants.
Data Analysis
The researchers conducted a data analysis after gathering the necessary information from
the perspectives of the morena participants. According to Braune and Clarke (2012), one of the
ways for discovering patterned meaning across a datasheet is a thematic analysis. This form of
analysis enables the researcher to have interpretation in the processes, dig deeper into the data that
are linked in this study, and acquire a better knowledge of the participants’ sociological viewpoint.
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The researchers employed the six steps of thematic analysis as developed: familiarization
with data, conceptual coding, developing themes, review of topics, definition and naming of
themes, and report production.
Ethical Consideration
The researchers informed the participants about the boundaries that were put in place to
protect their privacy. In addition, the researchers were equitable and only gave the literal
information that was accumulated. Before the interview, the participants were told that the
languages that are allowed to use are Kapampangan, Tagalog and English. The participants'
identity are kept in private and the participants' answers were used anonymously. In accordance
with Republic Act No. 10173 or the Data Privacy Act of 2012, where the law states that personal
information such data and details are handled strictly with privacy. This is also to protect a person’s
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basic rights and the guarantee of safer facts for the betterment of a state (National Privacy
Commission, 2012). Furthermore, all gathered data are treated with confidentiality between the
researchers and the interviewee.
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CHAPTER III
ANALYSIS AND FINDINGS
This chapter presents an examination of the data that was acquired via the utilization and
validation of research questionnaires.
Five Generation Z Morenas from Bacolor, Floridablanca, and Lubao participated and
responded to the questionnaires via Google Meet, where the interview was conducted.
The researchers administered the following interview questions:
RQ1. How does having a darker skin color creates an impact on your life specifically in
terms of mental, emotional, spiritual, and physical aspects?
RQ2. Do social media influencers affect your skin color preference? How?
RQ3. What are the factors that influence your decision to use whitening products? Do
you have any realization during and after using skin-whitening products for more than a
year?
RQ4. What were the sociological impressions that the society showed to you as a
Generation Z Morena?
RQ5. Through the visible skin color discrimination in the society, how does it influence
your perception of having a darker skin tone?
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1. How may the perspectives of Generation Z towards colorism be described in terms of:
a. Emotional and discriminatory encounters
Participants shared different sentiments when they are asked about their encounters
in regards to their skin color.
Majority of them experienced receiving negative remarks as revealed on the
following:
“…kaya sobrang nasasaktan ako...” (R1)
“…I feel bad…” (R2)
“…people would give backhanded compliments such as ‘you are beautiful if you
are maputi’ and it causes people to be pressured…I think that affects me.” (R3)
People who have darker skin often receive criticisms and hurtful words. As
mentioned by Gray (2002), darker-skinned people are generally subjected to negative
opinions, perspectives and stereotypes.
Due to the instilled treatment between those who have lighter skin and those who
have darker skin, it is evident that the latter have it rough in terms of receiving compliments
and criticisms. Regardless, the bottom line of this treatment results in the darker-skinned
people to pay the prize (Hunter, 2007).
Meanwhile, the criticisms could be rooted from their childhood environment. At
such a young age, some of the participants already went through the stage of receiving
insults.
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“Noong pumasok na ako sa elementary at marami na akong nakilalang tao, tapos
ibang tao ang magsasabi sa’yo na hindi mo naman ka close, ‘Bakit ganyan ang kulay mo,
para kang aeta’.” (R1)
“…ang itim mo, ‘baluga’, parang sunog yung skin mo…” (R2)
“I was called ‘matuling’ when I was young.” (R5)
In line with their responses above, the upbringing of children towards skin color
deeply impacted the way they think. In the Philippines, colorism has been long internalized
in its system, causing the phenomenon of ‘colorblind racism’ to occur. It is a term that
pertains to invisible racism but actively prolonging it (Hunter, 2007).
More so, one participant brought up this matter.
“…people belittle morenas just because they aren’t the norm who have a lighter
skin tone, especially older people… That really speaks on how the earlier generation have
a huge impact on the younger ones.” (R3)
Aside from the criticisms, being a morena also contributed to how the participants
deal with their mental state, emotional stability, physical appearance, and spiritual aspect.
They are certain that being a morena gives them a lot of effort to come up with decisions
considering what they have been through since childhood.
Initially, the majority of the participants talked on how it affects their mental state
and emotional stability more than the other aspects.
“…in terms of mental, nawawalan na ako ng confidence.” (R1)
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“It makes me insecure, of course, I was wishing I was prettier and I had lighter
skin.” (R3)
“It was actually draining on my part.” (R5)
These show that colorism promotes fair skin and is more attractive than dark skin.
If a person does not meet the set beauty standard, it results in having low self-esteem
(Thompson & Keith, 2001). If this is not addressed early, it could lead to psychological
and mental health issues.
Following the impact of being a morena, two of the participants gave emphasis to
their frustration on their physical appearance due to their dark skin.
“I cannot choose any color ng clothes na gusto ko… yung color ng damit hindi siya
nagma-match sa kulay ko. So, nafu-frustrate at nabo-bother din ako du’n.” (R2)
“…ako hirap na hirap pumili (ng damit) just because mahirap bagayan ang kulay
na meron ako.” (R5)
Based on their answers, their preferences are massively influenced by what kind of
environment they have. Cultural messages that are historical and contemporary, give the
skin tones value and meaning (Hunter, 2007).
The participants’ emotional and discriminatory encounters are relatively similar to
one another. It proves that colorism in different contexts branches out to various negative
engagements between the morenas and their setting. Their answers vary from simple to
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worst-case experiences they have been through and they reflect on how they cope up with
the existing color discrimination.
b. Self-esteem and confidence
When participants were asked in regards to their self-esteem and confidence,
various opinions and ideas were being said that solely came from their own perspectives.
Most of them answered positively about it through the help of the people they are close
within their own social environment.
“It boosts my confidence whenever people say I look prettier, even if I am morena
and they don’t point out my skin a lot. It just makes my day better I guess.” (R3)
“…nagiging happy ako at nabu-boost ang confidence ko dahil sa kanila.” (R2)
Friends are one of the factors that keeps their belief in themselves, which in fact
these people really have such impacts that helps them to raise their level of confidence as
well as self-worth within themselves (Mayo Clinic Staff, 2022).
Additionally, these statements does not only boost their esteem in themselves, but
they have also learned how to accept the natural dark color they have without any
backhanded compliments involved.
“Acceptance lang din talaga yung key para maboost yung confidence…” (R2)
“I think, that boosts our confidence a lot, especially as someone who was pressured
before.” (R3)
“...may tiwala ako sa sarili ko…” (R4)
It took them the courage to build and develop what they have, since it is not the
standard that the society is looking for. In the year 2015, a movement called Unfair and
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Lovely pointed out that darker skinned people were as beautiful as fair skinned people
without the need of enlightening their skin color to be able to match the society’s standards
(Jones, 2017). As a result, it made opportunities for the South Asian women to address the
existing skin color discrimination and started accepting their natural darker skin color
(Shaikh, 2017).
Eventually, the feeling of being unbothered has already resided their mind to the
point that they now care less of what people think of their skin color as a morena. Some of
the participants proudly expressed their feelings towards the people who bully that the
Morenas in this age are not being moved nor affected in concern to the level of self-
confidence they have within themselves.
“…naawa lang kasi iyon lang ang alam nilang gawin.” (R1)
“...hindi ko naman sila pinapansin kase para sa akin hindi sila masyadong
nakakaapekto sa buhay ko.” (R4)
On top of that, the continuous embracing of darker skin tones is gradually
improving. This kind of issue has been normalized and not acknowledged by many, but
looking now, the morenas are learning to recognize their skin color in a more positive way.
That being said, it is a great privilege for most Filipinos to have such a unique morena color
(Kalaw, 2017). Acknowledgement about colorism is starting to outspread the people step
by step, which helps morenas to be even more proud of their skin color. Considering that
these women were no longer minding what others might say in terms of their natural dark
skin.
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Moreover, in some cases of other participants, some advocators also affect how
they perceive themselves with regards to their confidence. It is a matter of role model and
motivation for them, knowing that there are people in the industry who advocate the
morena beauty.
“I think having influencers and advocates such as Ayn Bernos, boost every morenas
confidence.” (R5)
“Especially those advocators such as Ayn Bernos, who is the only candidate in
Miss Universe who became like an inspiration to a lot of morenas, and they play an
important role in breaking through the wall of colorism.” (R3)
To support the statements above, Ayn Bernos remained as a morena beauty
advocate that challenges the existing colorism in the Philippines (Austria, 2021). Bernos
(2021) states that she also wants to let out every morena’s confidence like her, the reason
why she established her own brand, Morena the Label. Furthermore, Austria affirms that a
simple encouragement can empower each woman, may it be either through supporting or
motivating. It would mean a lot for these morena women to feel assured with themselves,
especially to their dark skin color.
Accordingly, the participants have various responses based on their insights and
experiences, wherein most of them are proud and confident enough to showcase their
morena beauty and skin color. There may be circumstances where they are affected by it,
but instead of making themselves down, they primarily choose to increase their level of
confidence and self-esteem by accepting themselves no matter how dark their skin color is
to the eyes of the people in the society.
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The morenas were asked how society treats them most especially in the 21st century
where people are starting to welcome diversity. The answers of participants showcase the
different experiences they had based on how society treated them.
Often they described their encounter in the society as “socially accepted” as
mentioned by the following:
“Sa ngayon mas lalong accepted na ng society ang iba’t ibang kulay…” (R1)
“…Kase sa society ngayon alam ko mas open-minded na sila sa mga Morena and
parang mas marami na ang nags-stand up at confident..." (R2)
"Lagi nilang sinasabi na black beauty daw ganon nakakagaan lang sa pakiramdam
na merong mga taong nagsasabi pa rin ng ganon sa akin."(R4)
Considering these answers, it proves that the society gives favorable treatment and
it makes the morenas feel that they are welcome and accepted. The 21st century is more
open with accepting differences in color, since it encompasses Generation Z. According to
Seemiller and Grace (2017) this generation is distinct from previous generations in terms
of its needs, expectations, viewpoints, and aspirations.
The above mentioned study is supported by Rothman (2016) that Generation Z
wants to make a difference, be socially responsible, and believe their work matters.
Generation Z also moves more quickly than the other generations which makes it their
advantage.
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As of today, there are less studies regarding the positive impact of society on
morenas; yet, as time goes by, people tend to really recognize that morenas are beautiful
for having a darker-skinned color. To support the statement, here are the following answers
that the experiences of the participants proved that they were treated accordingly.
"...Hindi ako na influence in a negative way ang naiisip ko dito na kaming mga may
darker skin… acceptced..." (R1)
"...Pero accept nila ako at accept ko na rin sarili ko, mas nagiging magaan sa akin
yung pagkakaroon ko ng darker skin tone… dahil marami na ring nags-step up mas
napapadali ang pag accept and embrace your color." (R2)
"...I think that influences me to accept myself that others are struggling with it too,
but they have the courage to speak up so that they can inspire other people. I think that
was my first reason why I speak like this whenever colorism is mentioned..." (R3)
In contrast, other participants did not experience the same thing with others. They
encountered negative treatment from society. Mostly, they described it as “treated
differently” as the participant mentioned in the succeeding answers.
"I think the stereotypes, growing up, if you have a darker skin tone, it means you
are poor… I think it affects not only the young ones but also us that we need to use gluta.
I think that is rubbish and we should avoid that thinking and that really gives an impact
sociologically on society and on the thinking of each and everyone…" (R3)
"As a Generation Z Morena, society made me realize that no matter how they say
dark is beautiful daw, it's just really different if you were a mestiza…" (R5)
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"As I grew up in the society where having a dark skin color says that it is a
disadvantage in life. It changed the way that I think like nakakalungkot kase because of
that nag iba yung mindset ko, I started to hate myself because of my dark skin color..." (R5)
The negative connotation and effect of being a morena is prevalent based on the
answers of the participants. The following related studies elaborate why they are treated
differently in the society:
According to Wilder (2015) in the same way that racism divided whites and blacks,
lighter and darker skin tones divided the black community. It creates a separation, division
and shows inequality. In addition, skin tone bias creates unwelcome influence in society;
individuals have been affected in multiple aspects of life and these are economic
disadvantages, political disadvantages, and self-hatred were linked in colorism as its result
(Duke & Berry, 2011; Howard, 2011).
Furthermore, in a society where racism is still common, skin tone is visible. It exists
and continues to create a cue to activate culturally embedded prejudices and stereotypes
that lead to race-based discriminations where it is interrelated to one another (Adam, Costes
and Hoffman, 2016).
As mentioned by Tharps (2016) in the meantime, skin color will continue to serve
as the most obvious criterion in determining how a person will be evaluated and judged.
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When the Generation Z Morenas are asked about the influence of social media
influencers on their skin tone preference, participants give various responses. According to
some participants, social media influencers are the reason why they desire a lighter skin
tone, as noted below:
“…if I stan an influencer who encourages his or her viewers to use whitening
products, then it's a shame for me. I might try to use the products that he/she endorse
because I'm a fan.” (R5)
“Minsan napapaisip rin ako, ayon nga, maputi kasi sila [media influencers] tapos
marami silang skin care na ginagamit. Like iniisip ko sa sarili ko na, 'Ano kayang feeling
na gagamit ako ng skin care?', yung ano ba, yung mga pimples ko ba mawawala o kaya
mga dark spots tapos puputi din ba yung ano ko, yung balat ko...pinipilit ko rin yung
parents ko na ano, pabili ng mga lotions mga ganyan o kung ano man yung mga tawag
doon na cream na something ganon na made in Korea, kasi diba sabi nila maganda daw
yung made in Korea kasi napaka legit daw ng mga produkto yun sa pagpapaputi, so ayon.”
(R1)
As stated by the participants, what they see in the media has a significant impact on
their ideas of what is deemed beautiful or acceptable in society, leading them to be swayed
by those media influencers or people who promote products convincingly because they are
influential.
To support what is stated above, regarding social media influencers, Nam and Dân
(2018) believe that the majority of people adhere to Brown and Hayes (2008) definition,
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which indicates that an influencer is a third party who has a significant impact on a
customer's purchasing choice or decision. Additionally, it is believed that anyone may be
an influencer, particularly on social media, where anyone has the right to share, express,
and speak out. However, the reality is, some people in a certain community have more
influence than others which shows how convincing and influential they are.
In contrast to what other participants have stated, some of them are influenced to
love and embrace their skin color by influencers who advocate for accepting diverse beauty
and being confident in what each individual has, particularly the skin color that they are
born with, as the participants mentioned in the following answer:
“…whenever I encounter Ayn’s videos on TikTok, I feel so good and confident
about my skin color. It is also because we share the same sentiments. I find it attractive
how she oozes confidence with her skin color and empowers others. She has her ways with
her words that makes me prefer and be satisfied with my skin color.” (R2)
“…social media influencers helped me be confident in my own skin…” (R3)
“Influencers affect my preference big time. If I watch influencers with the mindset
‘embrace your own skin color’, then I am lucky that I don't have to change anything…”
(R5)
This simply means that some people, particularly Morenas, are not influenced by
the trend or influence of others who use whitening products to achieve a lighter skin tone,
but are influenced by the ideas and ideologies of influencers, such as the influence of some
media influencers who advocate for defending and embracing people's natural skin color.
Balaban and Mustatea (2019), define social media influencers as individuals whose
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thoughts and behaviors are not only respected on social media but also adopted or copied
by their followers due to their impact and perceived reliability.
Furthermore, there are certain people who are truly unaffected by influencers due
to their strong principles and life perspective. One such remark comes from one of the
participants who genuinely values and appreciates her skin tone, as stated below:
“Honestly, social media influencers can inspire us in many different ways. But, I
can say social media influencers cannot affect my skin color preference because I'm proud
of my skin color (morena) and I will not use any whitening products just to make my skin
white. Yes, I want to make my skin white/brighter but I'm thinking why should I do that. I'm
already contented with what I have and I have nothing to replace myself with.” (R4)
With that said, certain people are unaffected by trends or the influence of others,
particularly social media influencers, which contradicts what other participants have stated,
as shown below:
“Super exposed kasi tayong Generation Z’s sa social media and naturally, as a
person, we'll get swayed by what the mass prefers…” (R3)
“There’s a time wherein being tan is a trend, then the other day, being all white
and such is the new trend. It goes on like that…” (R5)
Social media and online influencers have a substantial impact on the skin color
preferences of Morenas, particularly Generation Z Morenas. These responses from the
respondents support the statement of Chuah and Wang (2020), that social media has
invaded everyone’s daily lives and has the ability to influence them with various ideas,
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thoughts, and attitudes. More specifically, social media can influence people’s purchase
intentions as well as other aspects of every individual's life. As a result, social media
influencers play an essential role in spreading certain ideas and having a substantial impact
on the lives of their fans and followers.
3. How does colorism related to the consumption of whitening products in the Philippines?
When the participants were asked about the factors that influenced their decision to
use whitening products, the majority of them had similar reasons and sentiments, which is
due to the society's existing beauty standard. They stated that as they went through puberty,
their insecurities started and they had this urge to gain social acceptance from the people
surrounding them.
“Ang nakapag-push through sa akin ay ang pag hit ko sa puberty stage kaya na
curious ako kaya gumamit ako kasi what if maputi ako mag-iiba ba ang tingin ng tao sa
akin?” (R1)
“It’s the pressure of fitting in on the society which tells you that you are a lot
prettier if you are lighter.” (R2)
“I was thinking if I use whitening products, I will finally be pretty because before
that, I always felt uglier since I have darker skin than everyone else. I always think I would
be accepted…” (R3)
“Nakakaganda kase ang paggamit ng products na pampaputi…” (R4)
Okazawa-Rey, Robinson, and Ward (1987) discovered that what is regarded as
beautiful is frequently framed by colorism, which is described as stereotyped
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characterizations and prejudgments based on skin color. Furthermore, the teenage concern
with physical attractiveness is fueled by society's favorable attitude toward it. These
understandably answers to adolescent self-esteem issues—"Am I good enough?" or "Do I
seem lovely enough?” have implications for good social interactions and psychological
well-being (Robinson and Ward, 2000).
Furthermore, participants also shared their own stories and experiences with
whitening products. They stated that ingesting such substances gave them expectations but
had little to no implications than favorable outcomes.
“Tuwing gumagamit ako, sinasabi ko sa sarili ko na magiging maganda na ako,
magiging katanggap-tanggap na ako. Lalo na kapag gumagamit na ako ng lotion,
tinitignan ko agad kung mayroon ng resulta. Nandoon yung fantasy ko na after seven days
tapos puputi na ako, at papasok na ako sa school na maputi at magkakaroon na ng
excitement. Pero recently, na realize ko na scam ang claim nila dahil wala naman naging
epekto sa akin.” (R1)
“While using these products as a plus-size morena, of course, I was thinking that I
would be accepted. There is this thought in my mind that I will have lesser struggles
because my skin will be lighter. But now, after having realizations, I think it was garbage,
and it didn’t have a point because on every advertisement it was always mention that it
would be a lot better if you are lighter, but I think it is played rubbish to lighten your skin
with the help of gluta” (R3)
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“The never-ending usage of a soap with the hope of getting white skin is actually
very draining on my part, especially when I found out that my skin is sensitive to such
products…” (R5)
These responses support the study of Mendoza (2014), which found out that
according to Synovate, one out of every two Filipino women uses skin whitening products.
These come to result from the expectation of people who use bleaching products to lighter
skin tones would expect to earn more money, face less discrimination, and be more socially
accepted as a result of these changes.
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Emerging Framework
The figure used in this study shows how the Morenas are described in terms of their own
experiences and perspectives in relation to their color. The pattern illustrates the connection
between these experiences that every Morena has encountered while growing up. It emphasizes
that having a darker skin is more likely to receive negative feedback and such social media factors
play a major role in influecing the Generation Z Morenas on how they should see themselves.
Evidently, regardless of the other factors that have impacted them on the way they view their color,
acceptance is the reason for their breakthrough from skin color misconceptions.
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CHAPTER IV
SUMMARY, CONCLUSIONS, AND RECOMMENDATIONS
The purpose of this study is to understand the sociological perspective of Generation Z
Morenas regarding colorism and skin tone standards that are clearly visible in society. These
individuals are affected by this issue, knowing their views and ideas about this matter is really a
critical thing to do. Also, this study intends to introduce and educate every individual about
colorism and how it might affect or damage a person’s life, either physically or mentally.
By recognizing the sociological perspectives of Generation Z Morenas, these individuals
can openly express themselves and act as a tool for determining whether this issue is ongoing and
affecting a significant number of their fellow Morenas including individuals of darker complexion.
Also, by disseminating information and recognizing the content of the data acquired from the
perspective of Generation Z Morenas, it would be possible to understand how skin color
discrimination influences societal perceptions of a person's cultural upbringing. Furthermore, this
study would also make discussing colorism and self-acceptance much easier.
Generation Z Morenas were chosen as participants because they are the people of the
present generation who are technologically advanced and have the power to solve this issue
through the internet, and Morenas, of course, since they are the ones who are likely to experience
colorism.
The study participants are chosen based on criteria that must be met in order to achieve the
goal. One of the qualifications is that the participants should be currently residing in one of the
three municipalities in Pampanga: Floridablanca, Bacolor, or Lubao. These individuals should also
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be between the ages of 18 to 24, have used whitening products, and encountered discrimination
because of their darker skin color.
The researchers employed a qualitative descriptive method to examine the problem and the
perspective of Generation Z Morenas regarding colorism and skin tone standards by examining all
of the collected data. This style of research enables participants to freely share their opinions and
experiences on the subject at hand.
Meanwhile, the interview was conducted online, one participant at a time, with those who
agreed to participate in the study. These participants who met the criteria are selected carefully by
the researchers in order to get the intended outcome of the study. Due to the ongoing pandemic,
the participants are interviewed at the time that they are free via Google Meet since face-to-face
interview is not allowed, and everyone needs to comply with the health and safety regulations.
Additionally, the researchers sought the approval of the subject master teacher Mr. John
Reinjoe F. Namit together with the two validators in the specialized research study heeding on the
research questions. The researchers prepared the questionnaires with the use of an open-ended
type; wherein, the five participants were given the freedom to express themselves.
Moreover, a comprehensive interview was conducted, and the outcome mostly suggested
that morenas in modern times have also experienced discrimination because of their skin color.
However, despite the existence of the aforementioned issue in the modern era, due to the help of
social media, people are now becoming more valiant of destigmatizing colorism resulting in
morenas to have better social treatment than ever before. That being said, it is clear that society is
now welcoming different colors and beginning to recognize the uniqueness of each color.
Page | 42
Therefore, the sociological perspective of Generation Z Morenas from the different
municipalities in Pampanga, specifically from Lubao, Floridablanca, and Bacolor on colorism and
skin tone standard is now evolving from a negative one to another that might serve as a platform
for awareness and acceptance.
Generally speaking, raising the awareness of Generation Z in relation to the prevalent issue
“colorism” broadens their understanding and helps to appreciate the diversity of skin color. Now
is the time to break the stigma and unleash the Filipino mindset on western standards of beauty
and to rather acknowledge the uniqueness of morena beauty. Being aware of colorism would
probably empower the Morenas because it keeps them a way to diminish their existence, worth,
value, and importance. This generation unchained the long-time stereotypes and started to build a
harmonious society wherein every color is considered beautiful.
Conclusion
1. How may the perspectives of Generation Z towards colorism be described in terms of:
a. Emotional and discriminatory encounters;
The research conveys that the Morena participants almost have the same experiences
dealing with their emotional and discriminatory encounters. The responses gathered were
mainly about the loss of confidence and frustration for having dark skin and how the morenas
struggled to break free on the given skin color standard. This proves that colorism in different
contexts, heavily affects the morenas to feel different about themselves and even went through
the phase of wishing to have fair skin.
Page | 43
b. Self-esteem and confidence
Morenas in today’s generation are more confident to flaunt their natural dark skin
color. They are likely to showcase themselves by being proud through the influence of
some morena advocates and friends. Their experiences shaped their self-esteem which led
them to elevate their confidence into something greater and know the self-worth they have
within themselves. It was a tough process for these Morenas, but the progress helped them
to heightened their trust and belief in terms of their morena beauty and color.
As a result of the interview, the outcome mostly suggested that the Morenas in the
modern days still experienced discrimination because of the skin tone standard in the
society. However, most of the participants said that society is now starting to embrace the
natural color of one individual. For that reason, it is apparent that society is welcoming,
accepting, and recognizing the various skin colors. Colorism is slowly being eradicated
and there is a less discrimination happening in the society because people are more aware
and empowered.
Social media plays a significant role in the skin tone preference of Generation Z, as it is a
factor that influences or affects the desired skin tone of these individuals. Additionally, because of
social media, people can easily create a trend that may influence or persuade others to believe in
the trend that is happening online, such as the trend of having lighter skin, which influences
people's skin tone preferences. Because of online advertising and influencers, some people,
Page | 44
especially Generation Z Morenas, have different beliefs, skin color preferences, and are influenced
to buy products that can affect their skin tone.
3. How does colorism related to the consumption of whitening products in the Philippines?
According to the study's findings, many Filipinos are insecure about their skin tone,
because of the country's existing beauty standard, which still encourages people to believe that
being whiter is better. Furthermore, bullying and prejudice play a significant part in the country's
continued use of whitening treatments, as people seek social approval.
Recommendations
The researchers recommend to the Morenas that they should start recognizing their skin
color as a characteristic that emphasizes the features of a morena beauty as a representation of a
Filipino woman. Morenas alone can stand out without the need to conform to society's beauty
standards and rather love themselves even more, because their skin color is what makes them
uniquely incomparable. Acceptance is the key to empower themselves, because beauty is not only
about having fair skin.
The researchers' recommendation to the future researchers is to conduct a future study on
how colorism affects the mental health of the current generation to comprehensively understand
the impact of bullying and the unending usage of whitening products in the society, since the
researchers only focused on identifying the sociological perspectives of Generation Z Morenas
towards colorism in this modern time.
If they intend to continue studying colorism, it would be preferable if they could also
provide a study about other generations, as well as the Morenos. It will also be ideal if they will
Page | 45
be able to give psychologically proven help for these people to overcome the possible traumas they
possibly experienced.
Also, the researchers extend this study to the citizens for further awareness of the existing
‘colorblind racism’ that should not be addressed as a norm. They suggest that the advocacies for
morenas should be inculcated to put an end to the on-going toxic trait that people get from the
earlier generations. There should be an in-depth understanding on why people must stop using skin
color as a basis of what is considered beautiful and not.
Page | 46
Caube, Daryl Jay I.

Dolores, City of San Fernando, Pampanga
daryljaycaube@gmail.com
PERSONAL INFORMATION
Date of Birth: February 09, 2004
Place of Birth: Kibawe, Bukidnon
Sex: Male
Religion: Roman Catholic
Name of Father: Jannel Q. Caube
Name of Mother: Raquel Jane I. Caube
EDUCATION
Senior High School: Don Honorio Ventura State University
Bacolor, Pampanga
2020 - 2022
Junior High School: San Isidro Integrated School (SIIS)
City of San Fernando, Pampanga
2016 - 2020
Elementary: Pay-as Elementary School
Kadingilan, Bukidnon
2010 - 2012; 2013 - 2016
Page | 47
Bulua National High School
2012 - 2013
Bulua, Cagayan De Oro City
Page | 48
Dimalanta, Gerill G.
Sta. Ines Betis, Guagua, Pampanga
gerilldimalanta0@gmail.com
Date of Birth: June 05, 2004
Place of Birth: Guagua, Pampanga
Sex: Female
Religion: Catholic
Name of Father: Marlon B. Dimalanta
Name of Mother: Gemma G. Dimalanta
EDUCATION
Bacolor, Pampanga
2020 - 2022
Junior High School: Betis High School
Guagua, Pampanga
2016 - 2020
Elementary: Sta. Ines Elementary School
Guagua, Pampanga
2010-2016
Page | 49
Gatbonton, Darlene Gail D.

San Pedro, Guagua, Pampanga
darlenegail.gatbonton@gmail.com
Date of Birth: August 14, 2003
Place of Birth: Guagua, Pampanga
Sex: Female
Religion: Roman Catholic
Name of Father: Jun B. Gatbonton
Name of Mother: Estrellita D. Gatbonton
EDUCATION
Bacolor, Pampanga
2020 - 2022
Junior High School: Guagua National Colleges
Sta. Filomena, Guagua, Pampanga
2016 - 2020
Elementary: Guagua Elementary School
Sta. Filomena, Guagua, Pampanga
2010 - 2016
Page | 50
Reyes, Justin B
Paguiruan, Floridablanca, Pampanga
reyesjustin758@gmail.com
Date of Birth: March 24, 2004
Place of Birth: Floridablanca, Pampanga
Sex: Male
Religion: Catholic
Name of Father: Arnold P. Reyes
Name of Mother: Jenny B. Reyes
EDUCATION
Bacolor, Pampanga
2020 - 2022
Junior High School: St. Mary’s Academy of Guagua
San Roque, Guagua, Pampanga
2016 - 2018
St. Augustine Academy of Pampanga
Floridablanca, Pampanga
2018 - 2020
Page | 51
Elementary: Floridablanca Elementary School
Floridablanca, Pampanga
2010 - 2016
Page | 52
Rivera, Jane S.
Cabetican, Bacolor, Pampanga
janerivera072004@gmail.com
Date of Birth: August 07, 2004
Place of Birth: Lubao, Pampanga
Sex: Female
Religion: Catholic
Name of Father: Benjamin Y. Rivera
Name of Mother: Jacqueline S. Rivera
EDUCATION
Bacolor, Pampanga
2020 - 2022
Junior High School: Betis High School
Betis, Guagua, Pampanga
2016 - 2020
Elementary: Cabetican Elementary School
Cabetican, Bacolor, Pampanga
2010 - 2016
Page | 53
Zuniga, Ranhella Jean R.

Sitio Culubasa Anon, Floridablanca, Pampanga
zunigaranhellajean@gmail.com
Date of Birth: March 26, 2004
Place of Birth: Lubao, Pampanga
Sex: Female
Religion: Christian
Name of Father: Leonilo O. Zuniga
Name of Mother: Racel R. Zuniga
EDUCATION
Bacolor, Pampanga
2020 - 2022
Junior High School: Sta. Cruz Academy of Lubao Inc.
Bona St. Sta Cruz, Lubao, Pampanga
2016 - 2020
Elementary: Sitio Culubasa Elementary School
Sitio Culubasa Anon, Floridablanca, Pampanga
2010 – 2016
Page | 54
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THE ‘MORENAS’ IN MODERN DAYS: THE SOCIOLOGICAL PERSPECTIVES OF

GENERATION Z TOWARDS COLORISM AND SKIN TONE STANDARDS

The 'Morenas' in Modern Days: The Sociological Perspectives of Generation Z towards

Colorism and Skin Tone Standards

Caube, Daryl Jay I.

Gatbonton, Darlene Gail D.

Zuniga, Ranhella Jean R.

Humanities and Social Sciences (HUMSS) Strand

Don Honorio Ventura State University

DON HONORIO VENTURA STATE UNIVERSITY

This study aimed to understand the sociological perspective of Generation Z Morenas

person’s confidence, self-esteem, and perception of what is considered beautiful. However, as

combat the widespread problem of colorism.

Title Page ……………………………………………………………………..i

List of Contents ……………………………………………………………………v

List of Figures ……………………………………………………………………viii

1. THE PROBLEM AND REVIEW OF RELATED LITERATURE

Review and Related Literature…………………………………….……………...1

Statement of the Problem……...……...……………………….………………....14

Significance of the Study……..……...……………………….………………….14

Scope and Limitation………………….………………………….……………...16

Data Gathering Procedure……..………………………………………………..21

SOP 1: How may the perspectives of Generation Z towards colorism be

describe in terms of: ……………………………………………………………25

A. Emotional and discriminatory encounters.........………………...…25

B. Self-esteem and confidence.………………..…………………...…28

SOP 3: How does colorism related to the consumption of whitening

products in the Philippines?………………………………………………....37

1. Thematic Diagram ……………………...………………………………………....22

2. Emerging Framework ……..……………………………………………………...39

THE PROBLEM AND ITS BACKGROUND

awareness of dark-skinned tones in the following review of literature.

colorism by complexion are examples of discrimination.

explanation, the portrayal of discrimination is visible under colorism — discrimination by

darkening of the skin pigments (David, 2002).

that makes colorism pervasive in the country.

skin in positive terms (Rondilla, 2012).

mentality of the Filipinos that have shaped through the years.

complexion is one of the characteristics of being regarded as a Filipino but it is hard to

lighter skin causes them to lose their own identity.

technology (PrakashYad and Rai, 2017).

are intelligent, motivated to make a difference in the world, innovative, self-motivated,

viewpoints, and aspirations (Seemiller and Grace, 2017).

consumers than having darker skin.

by promoting mixed race models.

substantial impact on the lives of their fans and followers.

social media platforms such as discussions, reviews, and recommendations.

made an advertisement which promoted a skin-whitening product with a tagline of "Whiteness

Rights Commission (Slutskiy and Mamilton, 2017).

them as a necessary component of beauty and skin care.

lighter skin tone, thus compounding the problem of colorism.

Spickard, 2008, p. 79-80).

and beauty inspires a female’s desirability in a patriarchal society.

According to the study conducted by Bettache (2020), darker-skinned individuals were

sometimes the epitome of all that is wrong with humanity.

standard caused them to suffer psychologically. Also, African-Americans evaluate their

of whiteness” (Charles, 2011).

self-confidence, self-hatred, and to be economically or politically disadvantaged.

set skin color and beauty standards.

Accordingly, the researchers hypothesize that recognizing Generation Z's perspective on

Statement of the Problem

Generation Z towards ‘colorism’ and skin tone standards.