| Abstract [eng] |
The focus of thesis is emergence, development of colorism and it's functioning in indian media. The aim of the thesis - to understand the origins of color discrimination, it's development from the global and Indian historical perspective and analyze specific cases of Indian advertising media, proving the existence and impact of colorism in modern country. The main objectives of this thesis are as follows: to find out traces of colorism, it's potential emergence reasons, which led to the concept of change in it's global context and the impact of sexuality. To analyze potential causes that led to the emergence and development of skin complex stratification in India from a historical perspective and it's impact on women and men in the assessment of the social space. Understand colorism influence on media, specifically, in the advertising industry in the modern India and prove it on the basis of semiotic analysis of selected advertisements. Based on the systematic theoretical material and application of the analytical method, in combination with the comparative method, it was concluded that colorism is essentially a global phenomenon, because, in order to analyze it's origins, fuctioning in India, is important the investigation of Indian and global historical context. Also, based on scientific theories, it was concluded that skin complexion discrimination affects social relations, different gender treatment in both in India and global world. Semiotic analysis of advertisements showed that colorism operates in modern country's media, the advertising industry, and social relations. This Master's thesis may be useful for researchers, investigating historical colorism occurrence, it's development from Indian and global historical context. Also, for scientists, investigating color discrimination based on gender, social relations and it's operation in modern Indian media. |
