Colourism in Online Media An Analysis of Kenyan R&B YouTube Music Videos

Abstract

Colourism, or discrimination based on skin tone, remains a subtle yet pervasive form of bias embedded in media representation. This study examined the manifestation of colourism in Kenyan R&B music videos published on YouTube. The study employed a content analysis design, with data collected through systematic observation of selected music videos. The study focused on music videos released between 2022 and 2025 that had accumulated more than 10 million views, reflecting substantial audience reach. Thirteen music videos were purposively sampled and analyzed based on the representation, positioning, and portrayal of different skin tones. The findings revealed an imbalance in the representation and distribution of skin tones. Light-skinned women were predominantly featured and idealized as the standard of beauty, while dark-skinned women were often marginalized or hypersexualized. In contrast, dark-skinned men were frequently portrayed as strong and masculine, whereas light-skinned men were sometimes represented as soft or effeminate. The study concludes that Kenyan R&B YouTube music videos contribute to the reproduction and reinforcement of colourist ideals, with potentially negative implications for audience self-esteem and perceptions of beauty, particularly among young and impressionable viewers. The study recommends that music video producers and content creators adopt more intentional and inclusive casting and narrative practices to promote diverse representations of beauty and reduce colourist stereotypes in Kenyan popular culture.