White prevalence and White preference in children’s books in China

The study of the ethnicity of authors, illustrators, and characters in children’s literature is important for understanding the ethnic normativity messages that children receive through books. However, ethnic representation in children’s books has rarely been studied in Asian countries. The present study examined the ethnic representation of authors, illustrators, and characters of books for young children that (1) won awards, or (2) were in the annual sales ranks in one of the most popular online book stores in China from 2011 to 2018. In total, 75 books and 1858 human characters were coded. Results suggest a dominant representation of East Asian authors, East Asian illustrators, and White characters. Male characters were overrepresented (especially East Asian males). East Asian characters (especially females) were more prominent according to some indicators, whereas White characters (especially males) were more prominent according to the other indicators. Gender differences in physical features in East Asian characters were found in terms of eye shapes and straight hair. Light skin color was overrepresented in East Asian characters (especially females). The results indicate overrepresentation of White authors, illustrators, and characters as compared to population statistics, as well as the preference for White skin color in East Asian characters in illustrations. The results suggest a form of current postcolonial globalization influencing Chinese children’s literature, and can help to explain potential early origins of preference for people and culture mostly identified as White (or Western) in China.