Fake bakes and white is right

Surfing the Web often dissolves cultural differences, making us think we live in a globalized, uniform environment. Then, something pops up to make you realize that, though we look much the same, differences may be more than just skin deep.

We search online in our own language and our results are to some extent a product of this. Switch to another language or geographical location and you may find the results are the opposite of what you might expect. Take for example the suntan. It's a more colorful and controversial subject than you might imagine.

If you set your dial to English-language search results and set your country to Europe or North America, the suntan represents health and sexiness, a "golden glow".