Colourism is the practice of discrimination whereby individuals with lighter skin are treated much better or more favorably than individuals with darker skin. This includes unfair judgments, attitudes and behaviors towards specific skin tones across races. Colorism is the result of racism in the United States; believes in the idea that white beauty standards are what the general standard of beauty is and should be. Although there is not much research on the existence of colorism in America because the topic has recently been recognized not only as a social issue but also as a psychological issue, more research is now being conducted. However, I intend to discuss the effects of colorism on an individual's self-esteem and perceived attractiveness. I will also discuss the idea of ​​colorism in American culture, providing details on where it comes from and what it is. I will also describe examples of colorism through personal experience. Say no to plagiarism. Get a tailor-made essay on "Why Violent Video Games Shouldn't Be Banned"? Get an Original Essay Skin color bias, also known as colorism, are biased judgments, attitudes, and behaviors toward an individual based on their skin color, lightness, and darkness in particular. The limited amount of research available on the topic has examined a small, select group of variables, such as mate selection, self-esteem, and attractiveness. Although this seems promising, there is no single study on the differences among African Americans on several topics, including their psychological aspects which include satisfaction with skin color and self-esteem, sociocultural aspects which include the influence of the media on aspect and discriminatory events and aspects of development. which include ethnic identity and well-being. There is no research on differences in these variables between African Americans raised in rural areas versus non-rural areas. To examine this, 218 African American participants were asked to complete several assessments measuring their perceived skin color, rural status, and psychological, sociocultural, and developmental aspects (Pinkston, 2015). The results showed that there were no significant differences in the variables between lighter-skinned and darker-skinned African Americans and those raised in rural versus non-rural areas. However, the results indicated gender differences in satisfaction with skin color and an interaction between skin color and rural status in the media, which plays a large influence on appearance. Today's findings suggest that despite the prevalent nature of colorism, there may be some cultural factors that help African Americans overcome some of the negative effects of skin color bias and discrimination. These factors include aspects such as racial socialization, self-esteem, and ethnic identity. The origin of the practice of identifying by race and the creation of racial terms, such as black and white, has been attributed to European settlers (Wilder, 2010). This statement explains that American settlers in the early 17th century, the Chesapeake colonies in Virginia and Maryland, were rewarded with more land because they were able to work and cultivate the land. With the gift of more land to work, there was an intense need for more workers to work and cultivate the land. British indentured servants, who were people who signed contracts to work for 4 to 7 years with a master who, in turn, would receive food, clothing, shelter and a ticket to the Americas.,.