At their core, beauty pageants exist to reward women based on how they look. They promote the false ideas that a woman’s physical attributes are fundamental to her worth and reinforce the gendered power dynamics in our culture.
Consider the history of beauty pageants in the United States. The Miss America pageant, the nation’s longest- running pageant, took off in 1921—the year after women attained the right to vote. Its popularity was part of a backlash against the suffrage movement and a growing consensus that women could be autonomous citizens in their own right. Until then, various “bathing beauty” contests never caught on, as people considered it taboo for women to seek praise for their beauty. But with the prospect of women stepping out of the home and taking on a larger role in public life, judging women in their bathing suits took on a new appeal to many people.
In contrast to images of independent women, the Miss America pageant promoted traditional femininity. Judges praised contestants with long hair and harshly judged those who wore makeup or sported bobs, which they considered a “modern” hairdo. The first Miss America, Margaret Gorman, was 16. At 5'1" and 108 pounds, she was what the judges thought an American woman should look like.