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“Searching for equity: White normativity in online skin cancer images”

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  • Rondini, Ashley C.
  • Diallo, Genab
  • Bryant, Foster
  • Kowalsky, Rachel H.

Abstract

In this paper, we examine the range of skin tones represented in publicly available online image search results through which non-medical audiences might seek information about skin cancer signs, symptoms, and risks. We use the Fitzpatrick scale, a numerical classification system grouping six human skin tones (or “phototypes”) in dermatology, as a guide for analyzing the skin tones appearing in (n = 1600) Google image search results for search terms related to skin cancer. We find that light skin tones (1,2, and 3 on the Fitzpatrick scale) comprise the significant majority (roughly 96%) of those depicted in Google image searches of information about skin cancer signs and prevention; dark skin tones (4, 5, and 6 on the Fitzpatrick scale) appear with significantly less frequency (roughly 4%) in the same search results. Disparate representation of diverse skin tones—and, more specifically, omission of dark skin images—suggests that racial biases inflect the search results generated by seemingly race-neutral skin-cancer related search terms. This embedded racial bias privileges white normativity to the disadvantage of dark-skinned patients, who are most likely to be racially classified as Black.

Suggested Citation

  • Rondini, Ashley C. & Diallo, Genab & Bryant, Foster & Kowalsky, Rachel H., 2025. "“Searching for equity: White normativity in online skin cancer images”," Social Science & Medicine, Elsevier, vol. 364(C).
    • Handle: RePEc:eee:socmed:v:364:y:2025:i:c:s0277953624009778
    DOI: 10.1016/j.socscimed.2024.117523
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    References listed on IDEAS

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    1. Yishai Ofran & Ora Paltiel & Dan Pelleg & Jacob M Rowe & Elad Yom-Tov, 2012. "Patterns of Information-Seeking for Cancer on the Internet: An Analysis of Real World Data," PLOS ONE, Public Library of Science, vol. 7(9), pages 1-7, September.
    2. Modave, F. & Shokar, N.K. & Peñaranda, E. & Nguyen, N., 2014. "Analysis of the accuracy of weight loss information search engine results on the internet," American Journal of Public Health, American Public Health Association, vol. 104(10), pages 1971-1978.
    3. Chang, C. & Murzaku, E.C. & Penn, L. & Abbasi, N.R. & Davis, P.D. & Berwick, M. & Polsky, D., 2014. "More skin, more sun, more tan, more melanoma," American Journal of Public Health, American Public Health Association, vol. 104(11), pages 92-99.
    4. Louie, Patricia & Wilkes, Rima, 2018. "Representations of race and skin tone in medical textbook imagery," Social Science & Medicine, Elsevier, vol. 202(C), pages 38-42.
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