Heralding change: Miss America beauty contest

A pageant, defined as a “public entertainment” consisting of a procession of people in elaborate, colourful costumes, is a word long associated with beauty contests. Women in costumes that complement and enhance their physical beauty have been taking centre stage with physical parameters assuming paramount importance.

Although most contests have evolved to incorporate personality traits, intelligence, social responsibility and winning answers to judge’s questions, the physical element has been pre-dominant. The elimination of rounds where the dress of the contestants was all important follows the emphasis on inner strength outlined by Gretchen Carlson, Chair of the Board of Trustees of the ‘Miss America’ Organisation and former winner of the Miss America contest.

It is in sync with a series of moves in recent times aimed at women’s empowerment that include the #Me too, campaign and the protest at Cannes by prominent Hollywood faces demanding gender parity in remuneration. “We are no longer a pageant. We are competition” Ms. Carlson’s words echo this resolve clearly and confidently.

The contestants in the new scheme of things have the freedom to wear any outfit of their choice which makes them feel confident and reflects their personal sense of style. In other words it is not a body show that reveals a woman’s physical assets but her total persona and her elegance which is going to win her appreciation.

It also removes the awkwardness of wearing dresses that look out of place. “We’ve heard a lot of young women say “We’d love to be a part of your programme but we don’t want to be out there in high heels and a swim suit,” so guess what you don’t have to do that anymore” Ms Carlson’s words reflect the shift from the physical to the cerebral.

With greater importance being attached to the live session where contestants respond to the queries of the judges and reveal their wit and wisdom the contest is striving to become a platform for the new empowered “beauty with brains”. Tying up with IGNITE a company encouraging young women to engage with current issues and aspire to become political leaders of the future, is a clear indication of the course that Miss America would like to chart.

The views of Kira Kazantsev, Former Miss America 2015 articulated in “Time” magazine indicate that doing away with bikinis and bold evening gowns may infuse more seriousness making it more about what you say than what you do. ’Competing in a swim suit consistently hindered me as people I met on the road would often write me off and not take me seriously.

For some it was even perceived permission to make lewd comments and even mock me. Hopefully by eradicating this swimsuit round, people who saw that part of the competition as a challenge or an impediment can take a second look and reconsider their position” she said. As winds of change refresh the century old event, it is inner beauty that is emerging the winner. “Don’t judge a book by its cover” seems more relevant now than ever.