The issue of bleaching is nothing new in African societies, with Ghana being no different. In this day and age, being light-skinned is perceived as an instant definition of beauty. Although it may be easy to criticise people who succumb to the pressures of bleaching, one must also consider the perceptions, ideologies, and the imageries within our contemporary society which leaves some to assume that being light-skinned is the way to go.
With a substantial amount of media images depicting light-skinned women in various glamorous positions, it is no wonder that the consumers of these media images are left with the perception that being light-skinned is more attractive than being dark-skinned. It is not only the ordinary woman (or the ordinary man in some cases) who is vulnerable to the pressures of skin bleaching.
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