Within the glamorous realm of pageantry, where dresses swirl and tiaras gleam in the limelight, a quiet but undeniable decline has been taking place.
Beauty pageants, which were once a pinnacle of elegance and status for commoners, are currently dealing with a number of social, financial and integrity issues that might endanger their continued relevance in modern society.
Let’s examine the warning indicators of deterioration and the underlying causes putting this long-standing custom in jeopardy.
Signs of Decline
Societal change, as well as the changing landscape of technology, entertainment, consumer attitudes and business, has altered the industry of pageants. Nowadays, pageants aren’t the only avenues to build a career for women or the only available form of entertainments for the masses. This is the reality that pageant communities have felt but not actually can verbalize.
These signs just merely points out how much society has changed.
- Declining Big Name Broadcasters & Traditional Media Features: The days of major networks clamoring to air pageants are waning. The BBC used to televise Miss World, NBC Universal and CBS used to broadcast live the Miss Universe pageant, and even Miss Earth used to be aired live on Philippine TV stations. The allure of these events no longer holds the same sway over broadcasters, as audience preferences shift towards alternative forms of entertainment. Traditional print media would always have space on the front pages for pageant winners back in its heydays, but that’s no longer the case today. Pageantry has been relegated to the lifestyle section on thinning newspapers of today.
- Market Shrinkage to Latin America & Asia: The spotlight has shifted, quite literally, towards Latin America and Asia. If North America and Europe used to be the dominant regions in pageantry, those heydays have gone. Asia and Latin America’s appetite for pageantry made them the new powerhouses of pageantry, leaving traditional Western markets moving unto other more meaningful pursuits, alternate career tracks, and different forms of entertainment.
- Shift Towards Localized Sponsors: Once synonymous with multinational conglomerates, pageants now find themselves courting local sponsors to stay afloat. There was once a time where General Motors, Procter & Gamble, and other big corporations would be the main sponsors of pageants. Nowadays, more local businesses in the host country/countries are relied on to provide prizes, pageant wardrobes, etc… This shift reflects a broader trend towards localized branding and marketing strategies.
- Lack of A-List Celebrity Presence: Gone are the days when A-list celebrities graced pageant stages as hosts or performers. During the peak of their careers, you would see A-list celebs like Vanessa Williams, Carolina Herrera, Mike Tyson, Oscar dela Renta, Jackie Chan, Stephanie Seymour, Julio Iglesias Sr., Ricky Martin, Marc Antony, Ronan Keating, and more sit as part of the jury or perform in the biggest international pageants. There once was a time that international winners would rub elbows with the likes of Salvador Dali or Truman Capote. The allure of pageants seems to have dimmed in the eyes of the glitterati nowadays as we see them less and less involved in pageants.
- Shrinking Prizes and Diminished Glamour: The allure of grand prizes and dazzling rewards has lost its luster. Furcoats, automobiles and cars, fine jewelry, and a full wardrobe used to come with the winnings of national and international pageant winners, this isn’t the practice nowadays as pageant queens gets a salary spread out in 12 months of her reign. With prizes shrinking and announcements becoming increasingly discreet, the allure of pageantry has been dulled.
Contributory Factors to the Decline of Pageantry
- Death of Traditional Media: The rise of streaming services and the digital revolution have reshaped the media landscape. Fandom’s consumption of news and information has drastically changed. Pageants, tethered to traditional formats, have struggled to adapt to this new platforms. So far, pageants have not been successful in shifting towards paid streaming services that could be another form of revenue-generating activity.
- Mass Market Fandom: The core audience for pageants has always been the the C,D,E market (middle class to lower socioeconomic classes), which may lack the disposable income to support premium streaming services or live attendance at events. Understanding that not all pageant fans could afford the ever increasing ticket prices to watch pageant preliminaries and finals compounds to the larger issue of a shrinking market. Who has time or resources to pay for pageant tickets when there are increasing prices of rent, food and other basic necessities…
- Pageants as For-Profit Organizations: In an era driven by profit margins, pageants have become beholden to revenue generation. And because of that, philanthropy and other social causes that it used to support became secondary as pageants has become big businesses bent on making a profit. This commercialization has diluted the authenticity and cultural significance of pageantry that it has become mere conduits for entertainment. Pageants used to be bigger than that. Yes they were entertainment focused but they also enriched the lives of others by supporting worthwhile causes like HIV-AIDS research, children’s welfare and education, women’s rights, and more!
- Performative Philanthropy & Fake Inclusion: While pageants often tout their commitment to philanthropy and diversity, these efforts can sometimes ring hollow. Critics argue that pageants prioritize optics over genuine social impact and this has been aggravated by the recent scandal of Miss Universe leaked video of its owners saying that inclusivity marketing would only allow certain participants to make it into the pageant but not actually win. There are also reports of charitable donations thru certain pageants that doesn’t reach the recipients and pageants being used to money-laundering schemes.
Main Pain Point: Relevance
In the face of declining viewership and shifting cultural attitudes, the fundamental question arises: why do we still need pageants in today’s world? Despite their flaws and shortcomings, pageants continue to serve as platforms for empowerment, self-expression, and cultural exchange. They offer contestants a chance to showcase their talents, advocate for causes they believe in, and foster cross-cultural understanding. Moreover, pageants have the potential to evolve and adapt to meet the changing needs and expectations of modern audiences.
Pageants are the only female focused platform available only to women but some quarters that this has been invaded by the inclusivity movement of allowing transgender women into pageantry. Even in this regard, there is still a push back on what it can mean for women.
In conclusion, while the decline of pageantry may seem inevitable, it is not irreversible. By acknowledging the signs of the decline and addressing the contributory factors head-on, the pageant industry can chart a path towards renewal and relevance in the digital age. As stewards of this tradition, it is our duty to ensure that the shimmering legacy of pageantry continues to captivate and inspire generations to come.
Do you agree with our assessment? Let us know your thoughts on the comment section below…
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