Abstract
My concept of beauty pageants has largely been colored by analysis and critiques of second wave feminism epitomized by womens liberation demonstrations against Miss America pageant in Atlantic City in 1968 and 1969. There demonstrators protested use of womens bodies for purposes of commercial advertising and reinforcing of stereotypes of femininity and beauty (tall slender young and white) of good women and bad women and of notion that a woman is valuable for her body not her brains. In short pageant was denounced for embodying a whole package of sexist evils that came to be summed up more or less in phrase the objectification of women. An activist of period expressed it thus: Women in our society are forced daily to compete for male approval enslaved by ludicrous beauty standards that we ourselves are conditioned to take seriously and to accept. (excerpt)
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