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The performativity of Black beauty shame in Jamaica and its diaspora: Problematising and transforming beauty iconicities

Black beauty shame emerges within the Black/white binary because of the beauty values sedimented in our structure of feeling since African enslavement. This article does not start from white beauty as the ideal, but focuses on the performativity of Black beauty shame as it transforms or intensifies the meanings of parts of the body in Jamaica and its UK diaspora. Using extracts from interviews with UK Jamaican heritage women, the discussion illustrates how Black beauty shame produces such intensification. First, where white beauty is iconic and reproduces the Black other as ‘ugly’, and second, where the Black ‘mixed race’ body is constructed as ‘other’ because of Black Nationalist discourses on beauty. The women’s critique of the shaming event shows that shame is undone through dis-identification as speakers draw on alternative beauty discourses to produce new beauty subjectivities. Dis-identification illustrates the transformational potential of shame as new Black beauty positionings emerge within the diaspora, drawing on beauty ideologies and models from Jamaica and thus destabilising the Black/white binary.