There are actually psych studies out there that take a photo of a person, darken one copy of it, and lighten another, and ask the volunteer subjects to form first-impression opinions of the people shown in the photographs.
The results typically show that lighter-skinned people are viewed more positively than darker-skinned people, even when the person providing the opinions is a darker-skinned person.
This can be trivially verified by testing the hypothesis, "In the relationship triangle, the protagonist will always choose the lighter-skinned person in the end," against all existing Tyler Perry movies.
And that's just passive cultural enforcement. I'm sure that the regular two-minutes hate on that one photo of Osama bin Laden as the quintessential, stereotypical terrorist mastermind did no favors to anyone sharing similar facial features.