REPRESENTATION OF SKIN TONE IN KENYAN DIGITAL MEDIA: ANALYSIS OF AFRO-POP YOUTUBE MUSIC VIDEOS

Mikal Akoth Ongachi; Maureen Adoyo; Carolyne Kokeyo

doi:10.64535/ijoru.v4i2.148

Authors

Mikal Akoth Ongachi Rongo University https://orcid.org/0009-0003-3686-8098
Maureen Adoyo Rongo University https://orcid.org/0000-0002-6321-1652
Carolyne Kokeyo Rongo University https://orcid.org/0009-0004-0261-3385

DOI:

https://doi.org/10.64535/ijoru.v4i2.148

Keywords:

colourism, representation, skin tone, complexion, music videos

Abstract

Representation refers to how individuals are depicted and given prominence in the media. It examines the qualities, characteristics, roles, behaviours and meanings assigned to those groups. Repeated depictions of individuals with various skin tones shape audience perceptions of beauty, identity and social status and may reinforce or challenge colourist ideologies. This study investigates the manifestation of colourism in Kenyan Afro-pop YouTube music videos. It focuses on the representation of people of different skin tones in Kenyan Afro-pop music videos on YouTube and analyses how colourism is expressed through their portrayal. The study employed a content analysis design. Data was gathered through direct observation (watching) of music videos uploaded on YouTube. The music videos studied are those produced between 2022 and 2026 and garnering over ten million views, to ensure relevance and widespread reach. A total of 11 music videos were sampled using census. Findings reveal a significant imbalance in the representation of skin tones. Light-skinned women are predominantly featured and idealised as the standard of beauty, while brown-skinned individuals receive a fair representation, they are not as favourably represented as their light-skinned counterparts. Dark-skinned women are often marginalised or hyper sexualized, especially in genres known for explicit content. In contrast, dark-skinned men are celebrated as strong and masculine, while light-skinned men are sometimes portrayed as soft or effeminate. The study concludes that Afro-pop YouTube music videos reinforce colourist ideals. It recommends that content creators be more intentional in their casting and narrative choices to promote diverse and inclusive representations of beauty.

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REPRESENTATION OF SKIN TONE IN KENYAN DIGITAL MEDIA

ANALYSIS OF AFRO-POP YOUTUBE MUSIC VIDEOS

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