Looking tājā ‘fresh’; skin whitening, and emergent masculinities in far-west Nepal

  title={Looking tājā ‘fresh’; skin whitening, and emergent masculinities in far-west Nepal},
  author={Matthew Maycock},
  journal={Contemporary South Asia},
  pages={153 - 166}
Throughout the Indian subcontinent there is a broad range of skin-whitening products (SWPs) widely advertised on TV, cinema on the streets etc … . In recent years, the multinational companies who produce these products have begun to focus on an untapped market – men and boys. Complementing feminist insights relating to the ways in which ‘body work’ is a form of control over women and constitutes a means of maintaining gender hierarchies, this paper considers the implications for men of a… 

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