Beauty pageants were once a springboard for fame and influence, but social media might be a better platform for that, says beauty publisher Kristen Juliet Soh.
Miss Universe Singapore’s recent announcement allowing married women, divorcees and mothers to compete has sparked a conversation about inclusivity.
The new policy is certainly a step forward towards dismantling outdated notions of femininity and opening doors for a wider range of women.
However, the inclusion of a minimum height requirement of 1.68m raises eyebrows. This seemingly arbitrary figure is above the average height of Singaporean women, potentially excluding a significant number of pageant hopefuls.
This inconsistency highlights a broader question: Are pageants truly embracing inclusivity, or is it more of a marketing manoeuvre to win social approval and increase ratings?
In a leaked video of what appeared to be an internal Miss Universe meeting in October 2023, co-owner Anne Jakapong Jakrajutatip said that allowing diverse contestants to apply is only a “communication strategy”, and that they can compete but cannot win.
This certainly goes against the inclusive image of recent pageants that featured burkini-wearing, plus-sized and transgender contestants, and draws doubts towards the intentions of the organisers.
SOCIAL MEDIA A BETTER PLATFORM FOR FAME AND ADVOCACY
Historically, pageants have been springboards for careers in the limelight, with former Miss Universe Singapore contestants like Eunice Olsen and Rebecca Lim achieving significant success in show business.
However, the allure of beauty pageants as a launchpad to fame is fading. Social media platforms have democratised the path to stardom, offering quicker and more direct routes through content creation, audience engagement and brand partnerships.
Platforms such as Instagram, TikTok and YouTube allow individuals to showcase their talents, share their stories and build personal brands without the pressure to conform to specific beauty ideals.
Personal trainer and influencer Tyen Rasif, a former Miss Universe Singapore contestant, discussed how she participated in 2018 because she saw the pageant as a platform for her to advocate for causes she is passionate about.
She shared that her participation negatively impacted her self-esteem.
In a 2019 YouTube video and more recently on Instagram, she said the experience made her lose sight of her initial objective of promoting bodybuilding and fitness. She was, ironically, pressured to “lose muscle” in order to blend in with the rest of the contestants.
Social media, in contrast, empowers individuals like Ms Rasif to advocate for their passions authentically, reaching a wider audience without the constraints of a pageant format.
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TODAY’S MEDIA LANDSCAPE DEMANDS AUTHENTICITY
The need for a genuine redefinition of beauty in pageantry is paramount. The focus on unrealistic physical standards can be detrimental to contestants’ mental well-being.
Organisers must address the systemic issues within the industry, including allegations of sexual harassment and the pressure to conform to narrow beauty ideals.
Moving forward, beauty pageants could eliminate height and weight requirements entirely. Additionally, prioritising mental health support for contestants and ensuring genuinely fair opportunities regardless of background or appearance would be crucial steps.
The changing media landscape demands authenticity. People crave genuine stories and relatable figures. Beauty pageants can tap into this by celebrating diverse narratives and empowering participants. Platforms that elevate individual strengths, talents and causes can resonate with audiences seeking real connections.
Imagine a pageant that showcases beauty beyond conventional standards: A scientist’s groundbreaking research alongside an artist’s stunning performance or an entrepreneur’s innovative idea.
