One in two Filipino women are users of skin whitening products. This is what marketing research company Synovate claimed in 2004 (Spickard and Rondilla 79). Ten years later, a documentary entitled ‘Dark Girls’ came out with interviews from dark skinned people of different ages, talking about the pursuit for lighter skin. One interviewee gave his opinion on African women’s desire for lighter complexion, going on to say: […] most of the women wants [sic] to have, cause what they see on TV over there, lighter skinned women with nice hair and all of that stuff-so some of them want, want to be like that, so that’s why, some of them bleach their skin, cause they think the lighter their skin is, the [more] chances they have to actually one day be on TV, or get noticed by people, so they think bleaching their skin or lighter skin, is much, much better than dark skin. (Duke and Chansin) The issue being described is not only present among those belonging to African-American community (Herring 3), but the Filipino, and general Asian community as well (Dychiu 87). Given this, mass media should use its influence to help lessen instead of perpetuate occurrences of colorism in Philippine society. In order to have a clearer understanding of mass media, it must first be defined. By definition, a medium is a form of disemminating knowledge, and a mass is a large amount of people. Put together, mass media is a term that covers different forms of communicating knowledge and information to a multitude of people (Livesey n.p). There are different forms of mass media, ranging from print, to broadcast, to internet advertising and outdoor or mural media. Print media covers newspapers, magazines and journals, while broadcast media consists of television and the radio. Internet advertising media covers social networking sites and world wide web pages, while on the other hand, outdoor