Wellness in Whiteness (Open Access): Biomedicalisation and the Promotion of Whiteness and Youth among Women, 1st Edition (Paperback) book cover

Wellness in Whiteness (Open Access)

Biomedicalisation and the Promotion of Whiteness and Youth among Women, 1st Edition

By Amina Mire


152 pages

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Paperback: 9780815377443
pub: 2019-09-30
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pub: 2019-09-30
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This book analyses the social and ethical implications of the globalization of emerging skin-whitening and anti-ageing biotechnology. Using an intersectional theoretical framework and a content analysis methodology drawn from cultural studies, the sociology of knowledge, the history of colonial medicine and critical race theory, it examines technical reports, as well as print and on-line advertisements from pharmaceutical and cosmetics companies for skin-whitening products. With close attention to the promises of ‘ageless beauty’, ‘brightened’, youthful skin and solutions to ‘pigmentation problems’ for non-white women, the author reveals the dynamics of racialization and biomedicalization at work. A study of a significant sector of the globalised health and wellness industries – which requires the active participation of consumers in the biomedicalization of their own bodies – Wellness in Whiteness will appeal to social scientists with interests in gender, race and ethnicity, biotechnology and embodiment.

Table of Contents

1. Situating Skin -Whitening Biotechnology

2. Pigmentation Pathologies and Regenerative Whiteness

3. "Face North and Smile": Biomedicalization of Ageing and "Science Based" Whiteness Therapy

4. Racialising Consumption: Skin-Whitening and the Global Look

5. Entrepreneurial Innovation in Skin-Whitening Biotechnology: Ethical and Social Implications

About the Author

Amina Mire is Assistant Professor in the Department of Sociology at Anthropology at Carleton University, Canada. Her research interests are in the History of Women and Technology, STEM and Gender, Bioethics, Medical Anthropology, Medical Humanities, and the Biomedicalisation of Ageing.

About the Series

Routledge Research in Gender and Society

The social sciences continue to be transformed and enriched by analysis which takes gender, and the ways in which gender and society interact, to be of vital, defining importance. This series is new and broadly based, and will publish high-level contributions from across the disciplines.

Learn more…

Subject Categories

BISAC Subject Codes/Headings:
SOCIAL SCIENCE / Sociology / General