What Is Fetishization And How Does It Contribute To Racism?

In our quest to combat racism and oppression, we must look not only at the direct acts of bigotry but we must examine behaviors and actions that seem inconsequential and even affirmative, but that actually perpetuate stereotypes in insidious ways. One such example of that is fetishization. Fetishization can be thought of as the act of making someone an object of sexual desire based on some aspect of their identity. For Black, Indigenous, people of color (BIPOC) the fetishization of their race/ethnicity is not a new phenomenon. It is not uncommon for a person on social media to state their dating preferences, and while on the surface it may seem benign and even complimentary, often times these “preferences” can actually reinforce harmful stereotypes that are already held about different groups.

Racial fetishization comes in many shapes and forms. For example, some people have dubbed the harmful racial fetishization that Asians, and particularly Asian women, experience as “yellow fever.” Stereotypical images of Asians that are propagated in the media further perpetuate these racial biases. Sometimes it’s difficult to understand why racial fetishization is problematic; the act of fetishization often seems flattering in nature. On dating websites, for example, the racial fetishization of Asian women manifests into more dating prospects. One study even found that men on dating websites preferred Asian women compared to other racial groups. For other groups, racial fetishization has been used to justify harm. One research study explored the colonial roots of the fetishization of Black women throughout history and found that Black people’s bodies were eroticized by European colonizers upon entering the New World. When Europeans invaded different African countries, the fascination and fetishization of African women was common. Sara “Saartijie” Baartman is a well-known example of this. Baartman was a South African woman who was made into an exhibition in the 1800s because of the size of her buttocks, which become a tourist attraction in Europe, where Baartman was put on display. The dehumanization of Black people during this time made it easier to justify enslavement and abuse. Black people’s bodies during this time were hypersexualized and to this day, remnants of this pervasive trope are still applied to Black people. 

It’s important to note that even within an ethnic group or race, fetishization can still take place. Within communities of color, fetishization can look like the glorification of lighter skin (colorism) and more Eurocentric features (featurism) as well as hair discrimination (texturism). A person wishing that their child was “light skinned with light eyes” is fetishization, just as stating a dating preference for lighter skinned woman would be. Anyone who has listened to rap music to any extent will likely hear the fetishization of lighter skinned and non-Black women in popular lyrics. What is less talked about is the fetishization of darker skinned men throughout the media. Common conceptions of darker skinned Black men include perceptions of them being stronger, virile and hypermasculine. And while this may work well for the story line of a film, in real life these stereotypes can have dangerous and fatal consequences. Fetishization serves to continue problematic notions about different groups of people and makes it easier to treat individuals in a way that aligns with our specific biases.

Fetishization often continues the racism we are attempting to eradicate. Awareness is so vital to interrupt our biases. Much of the time, we are attributing certain characteristics to a person because of their race/ethnicity without even realizing that we are fetishizing and objectifying them, because these associations can often be more positive in nature. Saying that you want to associate with someone or date them only because of the racial/ethnic group that they belong to or some aspect of their racial identity may be a good indication that you are engaged in fetishization. Education is vital. In addition to education and awareness, the media can be a powerful purveyor of these racial stereotypes. Seek out media that does not confirm these prejudices but actively works against or counter to them. Consuming this type of counter stereotypical content works to shift our perspectives and perceptions about different racial groups and thus can serve as a powerful way to combat our racial biases.

Photo credits:

Photo 1: https://images.app.goo.gl/43Q92P9N8eYk8FKr6

Photo 2: https://images.app.goo.gl/qb9baHt4YWBHoNZx8

?About The Pink Elephant newsletter:

The Pink Elephant newsletter is a weekly LinkedIn newsletter designed to stimulate critical and relevant dialogue that centers around topics of race and racial equity. The newsletter is curated by Janice Gassam Asare, Ph.D. who is a writer, speaker, consultant, educator, and self-proclaimed foodie. Janice’s work is centered around the dismantling of oppressive systems while amplifying the voices and needs of the most marginalized folks. If you enjoyed this newsletter, please share with others you feel would gain value from it.