The causal effect of skin color bias in online dating
Despite the expansive literature on U.S. ethnoracial relations, issues such as reliance on observational data and inconsistent measures of skin color …
Emilce Santana’s study investigates the causal effects of skin color bias in online dating, focusing on how the skin tone of Black individuals influences their desirability when viewed by outgroup members, specifically non-Black individuals. The study utilizes a survey experiment where participants were shown online dating profiles of Black individuals, with the main variable being the skin tone of the profiles, which were manipulated to include light, medium, and dark skin tones.
The results revealed that dark-skinned Black individuals consistently received lower desirability ratings compared to light-skinned and medium-skinned individuals. Specifically, the analysis found that while there were no significant differences between light and medium-skinned profiles, profiles of dark-skinned individuals were rated significantly lower across all three questions: initial interest, likelihood of responding, and overall attractiveness. This suggests that dark skin tone carries a clear disadvantage in the online dating context, which reflects broader societal colorism, where lighter skin is often perceived as more desirable.
This study is important because it addresses the limitations of previous research, which often relied on observational data and could not establish causal relationships. Santana’s experimental approach, using manipulated skin tones on identical profiles, allowed for a clearer understanding of how skin color directly impacts the likelihood of individuals being considered for romantic relationships in an online dating setting. The study also highlights that colorism — the prejudice or discrimination based on skin tone, even within the same ethnoracial group — can affect the romantic lives of Black individuals, especially in a setting with low accountability like online dating, where superficial judgments can be made without the social pressures of face-to-face interactions.
Additionally, Santana's work demonstrates how skin color stratification is not just a social issue but also one that affects romantic prospects. While light-skinned Black individuals enjoy a perceived advantage in online dating, dark-skinned individuals experience a systematic disadvantage, regardless of other factors like socioeconomic status, education, or personality. This adds to the growing body of research on how skin tone is intricately linked to social status and privilege in the U.S., where darker skin is associated with lesser privilege, and lighter skin is associated with greater social mobility and acceptance.
Santana’s findings are significant for understanding how colorism plays out in modern romantic dynamics, particularly in a domain like online dating, where profiles are often reduced to superficial judgments based on appearance. The study sheds light on the persistent and widespread nature of skin color bias, illustrating how it continues to shape the romantic lives of individuals, particularly Black people, even in digital spaces where traditional social and racial structures are less visible.
