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Why would black people bleach their skin?

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I saw an episode on Tyra about how black women were bleaching their skin. Is it common for black people to want to have lighter skin, or are most people proud of their blackness? I for one think the darkest shades of black skin is amazingly beautiful. Nothing is more attractive to me than a really dark black man with light brown eyes. So I think it's odd that they actually make skin bleach for black people. Then again, why do so many white girls love to tan? I'm pale as the snow and like it that way. So anyway, back to the question, is it common for black people to want to bleach their skin, and if so, why?