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Making Gueras: Selling white identities on late-night

Making Gueras: Selling white identities on late-night 2025

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The article "Making Güeras: Selling White Identities on Late-night Mexican Television" examines the marketing of the skin-lightening product 'White Secret' in Mexico, analyzing how it reflects and perpetuates discourses of whiteness and color. Through a detailed analysis of a televised infomercial, the authors explore the representations of light-skinned women and the implications of seeking lighter skin as a means to achieve social mobility and privilege. The study situates these practices within historical contexts of colonialism and contemporary globalization, arguing for a deeper understanding of racial identity and its intersections with gender, class, and space in Mexico.

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Click ‘Get Form’ to open it in the editor.
Begin by reviewing the introduction section, which provides context about the cultural implications of whiteness in Mexico. This will help you understand the framework of the document.
Move to the first section that discusses the product 'White Secret'. Fill in any required fields that ask for your insights or reflections on how this product is marketed and its societal impact.
In the next section, analyze the infomercial's content. Provide your observations on how it portrays beauty standards and racial identity. Use text boxes to elaborate on specific examples from the infomercial.
Complete any additional sections that require personal opinions or data related to race and identity as discussed in the article. Ensure all fields are filled accurately before submission.

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