The politics of pretty: how international beauty pageants promote western standards of beauty in the Philippines

Abstract

This study aims to know how international beauty pageants propagate Western standards of beauty by looking into the case of the Philippines as a postcolonial country. At present, literature has shown that postcolonial national identity can be reflected on the body of women who stand as beauty pageant representatives in the international arena. Using the Foucauldian technologies of the self, production, sign systems, and power, the study will use a two-stage research design to demonstrate how Western ideals permeate Filipino culture through positive media exposure and the consequent adoption of beauty practices by individuals. The first stage deals with media observations while the second triangulates referent sources through interviews with (1) a Filipino historian, (2) beauty pageant contestants and trainees, and (3) pageant organizers and judges, as well as a focus group discussion with (4) pageant audience members. By tracing the process of meaning-making and determining whether the motivations and standards for these pageants are Western or not, this study will be able to verify whether international beauty pageants function as Western conduits of beauty in the Philippines.