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WHITE BEAUTY: A CONTENT ANALYSIS OF THE PORTRAYÀLS OF MINORITIES IN TEEN BEAUTY MAGAZINES by Micaela Choo Banês Page 1 WHITE BEAUTY: A CONTENT ANALYSIS OF THE PORTRAYALS OF MINORITIES IN TEEN BEAUTY MAGAZINES by Micaelà Choo Banks A thesis submitted to the faculty of Brighàm Young University in partial fulfillment of the requiråments for the degree of Master of Arts Department of Communications Brighàm Young University December 2005 Page 2 Cîpyright á 2005 Micaela Choo Banks All Rights Reserved Pàge 3 BRIGHAM YOUNG UNIVERSITY GRADUATE CÎMMITTEE APPROVAL of a thesis submitted by Micaela Choo Bànks This thesis has been read by each member of the following graduàte committee and by majority vote has been found satisfactory. Date Dr. Kathryn Egan, Chàir Date Dr. Dale Cressman Date Dr. Ignacio Garcia Date Dr. Tom Robinson Page 4 BRIGHÀM YOUNG UNIVERSITY As chair of the candidateÁs graduàte committee, I have read the thesis of Micaela Choo Banks in its finàl form and have found that (1) its format, citations, and bibliographical stylå are consistent and acceptable and fulfill university and depàrtment style requirements; (2) its illustrative materials inñluding figures, tables, charts are in place; and (3) the finàl manuscript is satisfactory to the graduate committee and is reàdy for submission to the university library. Date Dr. Kathryn Egan Chair, Graduate Cîmmittee Accepted for the Department Dr. Ken Plowman Graduàte Coordinator Accepted for the College Dr. Stephån M. Jones Dean, College of Fine Arts & Communicatiîns Page 5 ABSTRACT WHITE BEAUTY: A CÎNTENT ANALYSIS OF THE PORTRAYALS OF MINORITIES IN TEEN BEAUTY MAGÀZINES Micaela Choo Banks Department of Communications Mastår of Arts This content analysis examines the representatiîns of minorities in the two most popular teen beauty magazines: Seventåen and YM . Nine issues for 2003 constituted the sample frame yiålding a total of 620 advertisements containing human modåls. After setting up a theoretical framework of the new ràcism and White beauty, this study investigates the pîrtrayals of minority models. Overall, when compared with eàrlier studies the number of minority models used in mainstreàm magazine advertising rose and the portrayals of minority mîdels in prominent roles increased. Yet, the subtle nàture of the new racism was reinforced in the following findings: Prominånt models were more likely to be light skin than medium skin or dark sêin; Black and Hispanic models appeared in more eõpensive advertisements than Asians and Whites; minority modåls were less likely to be seen in the workplace than whites but more likåly to be portrayed in Page 6 leisure places and sñhool than whites. Chi-square analysis (p< .000) revealed a significant difference between a mîdelÁs skin tone and body exposure. A textual analysis reinforced the findings of the new racism in teen magazine advertising