Media, the most fascinating tool of mass communication and having etched its place in the successful histories around the world; is now turning unruly and destructive for the masses.

Shifting our focus from the monumental historic times to the much recent developments of mankind, media still remains the unrivaled influencer for everyone.

From when we were younger, the media has played a pivotal role in shaping our thoughts, expectations and ideals. What we picture today – may it be friendship, relationship or even schooling for that matter is on a large scale based on what’s portrayed by all the movies and popular ads out there.

Here, I would like to bring special attention to one such false and misleading idea showcased by the media and its impact on today’s youth.

It’s not any news that society has always had its absurd and misogynistic beauty standards to define a person.

I am citing this particular incident, that’s very close to my heart and something that was extremely hurtful. Recently, I spotted my niece having a great time, immersing herself in my dressing table, when I overheard her saying – “I shall become fairer, when I apply this particular cream”

It was very shocking, for I wondered, who was teaching this young kid who’s hardly 3 years old about all such ridiculous norms. When I did bring this up to her family, they seemed as startled as me, for never had they ever made such comments in front of her.

It’s indeed true that from that incident alone, I can’t deem the media responsible for whatever had happened. However, it wouldn’t suffice if I fail to bring out the hand that the media may have had in this issue.

You might have been aware of the long battle after which the name of the brand – “Fair and Lovely”, was finally rebranded as “Glow and Lovely”. Again, as the debate goes, yes, it’s totally dependent on the person, if he/ she wishes to buy a product based on their need, they’re absolutely not obliged to anyone out there.

The very portrayal of such fairness cream ads and the message they convey may not affect, we adults, as deeply but may surely instill false requisites in the budding young minds.

The entire issue of “fairness vs darkness” and what fits the beauty standards of the society -time and again, been wrongly portrayed in movies and films as well.

Sometimes, the stereotypical skin tone, is quite openly depicted whilst in others, we can surely find subtle references.

The idea of all South Indians as wheatish skin toned has been widely publicized by the Film Industries. A quite recent example would be of the movie – “Atrangi Re”, where the South Indian Bride is a stereotypical replica of South Indians.

Another problematic issue is how often dark – skinned people are depicted as people belonging to a low caste or as someone doing menial tasks.

The mastery of societal preferences for beauty standards and skin tone isn’t restricted to females alone. It does have a significant effect on the male counterpart as well.

If I could talk about the movie – “Sivaji The Boss”, there is an entire scene which is designed to explain the different methods that “Rajnikanth (One of the top – class actors from the South)” adopts to become fairer listening to his lover’s demand (P.S. - Watch the movie to see the twist).

The never-ending pursuit of fairness is so extreme that even top – class actors aren’t spared. If you go back and compare the older movies of the actor mentioned and the latest ones, you could see how the society demanded an upgrade in the physical outlook of the actor, to make him look fair and fitting to the standards out there.

There are several such examples to prove the issue I presented in this article. However, I shall restrict myself for now.

Hence, there is an increasing burden on both males and females to fit in to the societal standards. A befitting way to end all such absurd and unnatural demands, would be to change the media’s norms first. A major responsibility lies in the hands of all the influencers out there who can make use of their very own platform and avoid misogyny from spreading. The very basic thing they could do is to not accept ads which promote such views.

For the young minds, are often influenced by their favorite celebrity or youtuber, etc. the media should surely be held accountable and should help in creating a little less harmful and happy society, where every person feels confident in their own skin and never feels the need to change that for someone or something.

I leave you with the thought that – “There is no such thing as an ugly or a beautiful person, once a person finds his style, something that suits him/ her the best; the person becomes the most attractive person for themselves and the society around (not really required to consider though)."

.   .   .