Making Güeras: Selling white identities on late-night Mexican television

Jamie Winders, John Paul Jones, Michael James Higgins

Research output: Contribution to journalArticlepeer-review

27 Scopus citations


This article examines discourses of whiteness and color in Mexico through a discussion of White Secret, a widely available skin-lightening cosmetic product. In an analysis of a televised infomercial advertising the product, we examine contextualizations of whiteness in Mexico, as figured through the product's representations of light-skinned female bodies and advanced cosmetic technology. We consider the ways that White Secret can speak to broader conceptualizations of whiteness and identity and, furthermore, argue that such an engagement points to the need to interrogate the geographical and epistemological limits of current understandings of whiteness based in Anglo-American and Latin-American contexts.

Original languageEnglish (US)
Pages (from-to)71-93
Number of pages23
JournalGender, Place and Culture
Issue number1
StatePublished - Mar 2005

ASJC Scopus subject areas

  • Gender Studies
  • Demography
  • Cultural Studies
  • Arts and Humanities (miscellaneous)


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