Navigating Colorism: A Qualitative Analysis Examining how African American Mothers Manage their Own and their Child's Experience of Colorism

Colorism, the preferential treatment and favoritism towards minority individuals who more closely resemble the stereotypical understanding of White characteristics (Campbell, 2016), is one consequence of decades of racism and discrimination in America (Clark, Anderson, Clark, & Williams, 1999 Hunter, 2007). The majority of research studies on colorism examines its impact on beauty standards and self-esteem, while few studies have investigated the impact of colorism on families (Wilder & Cain, 2011). Such a focus on beauty has created significant gaps in research about African American women's experiences of colorism and parenting practices. The purpose of the present study is to further understand parents' experiences of colorism and build a theory regarding how parents might serve as a pivotal point in the transmission/disruption of the transmission of colorism. The present study is particularly focused on the process of parental goal setting around messages related to colorism.The current study used a strengths-based, grounded theory, qualitative inquiry into skin color, hair, and colorism for African American women and their children. A sample of 17 African American mothers participated in phone interviews about colorism and parenting. Data were analyzed using Charmaz's (2006) approach to grounded theory. Trustworthiness was achieved through member checking, standardization, and auditing. Each interview was transcribed and coded. Results yielded seven themes: contextualizing colorism, external experiences, internal experiences, looking at self differently, children's experiences, reflections on parenting, and current parent strategies. A model of individual experiences with colorism and parenting related to colorism emerged. The model illustrates how individual experiences with colorism impact parents' beliefs about colorism, their understanding of their children's experiences of colorism, and how they then go on to parent with respect to colorism. Of note, the model is nestled in the cultural influence of racism. This is due to historic and ongoing racism present in this country, which our participants are unable to avoid. Findings revealed that participant experiences of colorism on the basis of skin color and hair influenced how they thought about parenting and how they understood their children's experiences. Participants made parenting decisions based on their understanding of colorism, their own personal experiences of colorism, and their own personal goals for parenting. Results from this study contribute to the body of knowledge regarding colorism and parenting. Implications for practice include using findings of this study to more efficiently help parents address their children's experiences of colorism and provide resources to parents to achieve that goal.