Interrogating the Structures of Hegemony in the Pageant Industry in a Semi-colonial and Semi-feudal Philippines: A Critical Ethnography and Autoethnography

Abstract

Pageantry, deeply ingrained in Philippine culture and history, is often regarded as empowering for Filipino beauty queens. However, this study aims to interrogate this notion by exposing the structures of hegemony present in the industry. By exploring the relationships between Filipino beauty queens and pageant sponsors, managers, organizers, and other beauty queens, I aim to construct the definition of feudalism, capitalism, and colonialism and how they influence the Philippine pageant industry. I utilize critical ethnography and autoethnography as research designs, drawing from personal experiences and those of my fellow Filipino beauty queens. Consequently, I identify significant conjunctions and disjunctions of our living encounters through thematic analysis and Foucauldian discourse analysis, which yield six prominent themes: 1) pageantry as a means of female domination, 2) pageantry as an enabler of the dominant forces, 3) pageantry as a reinforcement of beauty standards, 4) pageantry as a reflection of class disparity, 5) pageantry as perpetuated by society, and 6) sociopolitically constructed silences. These themes found the definition of the hegemonic structures in Philippine pageantry. Capitalism entails the explicit exchange between sponsors and beauty queens, enslaving beauty queens to economic dependency, objectification, and control by bourgeois sponsors. Feudalism encompasses the implicit exchange between pageant actors, acting as feudal lords, and providing resources in exchange for the beauty queen's labor in conforming to the “ideal woman” standards. Colonialism manifests as a preference for Western archetypes, compelling beauty queens to undergo expensive and risky cosmetic adjustments. These interconnected structures constitute the Philippine pageant industry, illustrating the framework I have termed “Pagemony.” Pagemony captures the hegemonic intersectionality of colonialism, feudalism, and capitalism, highlighting their impact on the economic, political, cultural, and social relations of gender within Philippine pageantry. This research sheds light on the structures that underpin the industry and encourages critical reflection on its implications.