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Correlates of Colorism: Freedom of Speech and Discriminatory Advertising in Thailand

Author

Listed:
  • Pavel Slutskiy

    (Chulalongkorn University)

  • Mark Hamilton

    (University of Connecticut)

Abstract

In January 2016, the "Whiteness makes you win" advertisement of a skin-whitening product by Thai skincare company Seoul Secret went viral on Thai social media. The ad garnered international coverage from outlets such as CNN and the Guardian, with some local publications calling for legal action. The present study examines the legitimacy of this proposed legal initiative to outlaw ?discriminatory advertising,? drawing attention to the complex of intolerance and aggression that surrounds this topic. A content analysis of Thai media coverage of the Seoul Secret case was conducted. The sample of content included both print and online publications, including social media posts that mentioned the story. Results indicated that the value of free speech appears to be absent from the discourse about discriminatory advertising in Thailand.

Suggested Citation

  • Pavel Slutskiy & Mark Hamilton, 2017. "Correlates of Colorism: Freedom of Speech and Discriminatory Advertising in Thailand," International Journal of Social Sciences, International Institute of Social and Economic Sciences, vol. 6(2), pages 63-76, September.
    • Handle: RePEc:sek:jijoss:v:6:y:2017:i:2:p:63-76
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    Cited by:

    1. Fei Jiun Kik, 2019. "Women-Led Films: Different Female Representations in Popular Cinemas," International Journal of Social Sciences, International Institute of Social and Economic Sciences, vol. 8(2), pages 88-107, September.

    More about this item

    Keywords

    Freedom of speech; discriminatory advertising; skin-whitening; racism;
    All these keywords.

    JEL classification:

    • M38 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Government Policy and Regulation

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