POSITION PAPER II: GLOBAL MEDIA

 

In recent years, the Miss Universe competition has evolved beyond its original premise of showcasing the “most beautiful” woman in the world. Today, it stands as a platform where advocacy-driven branding and diversity are equally valued, challenging traditional beauty standards and redefining the pageantry world. As countries increasingly use the competition as a form of national symbolism and soft power, its influence is extending across borders shaping major pageantry organizations and creating viral moments that amplify cultural exchange. This article explores how Miss Universe has impacted pageantry globally, highlighting the shift toward inclusivity, articulate women advocates, and the rise of social media-driven trends.

More Than Just a Pretty Face

Historically, pageants were often seen as competitions based primarily on beauty. However, Miss Universe has redefined the role of contestants, focusing on women who are not only beautiful but also socially conscious and advocacy-driven. The on-stage question segment, once a formality to test beauty queens' articulation skills, has now become an essential moment to showcase a contestant’s opinions on social issues—from gender equality to climate change. In the past, beauty pageants were about superficial ideals of beauty, but today, the competition asks contestants to stand for something meaningful and substantial. This shift represents a dramatic cultural transformation—one that challenges long-standing stereotypes and encourages women to be multifaceted leaders.

Expanding Barriers

In 2023, Miss Universe made a significant decision to remove the age cap for contestants and allowed married women and mothers to compete. This change marked a departure from the traditional notion that pageants are for young, unmarried women, expanding the field to include a more diverse range of contestants. The Miss America Organization followed suit by extending its own eligibility age range from 18-25 to 18-28. These changes reflect a broader cultural trend where beauty is increasingly seen as not solely defined by age or marital status, opening the door for more varied participation. Miss Universe’s decision to make the competition more inclusive in this way has sparked conversation about what qualities should be prioritized in contestants, and what values the pageant aims to promote.

Miss Universe’s focus on diversity extends beyond age and marital status, striving for broader cultural representation. One of the notable changes has been the inclusion of transgender women, which has added a new layer to the ongoing conversation about the role of pageantry in representing various identities. As the competition evolves, it reflects the shifting dynamics in society's understanding of representation, with different voices being allowed to compete and represent their countries.

Social Media Outreach

In today’s digital age, social media plays a pivotal role in the success and visibility of pageants. One defining moment in Miss Universe 2023 was the viral video of Miss France screaming her introduction, which sparked waves of parodies across various platforms like TikTok, Instagram, and Twitter. This moment epitomized how pageants are no longer just about the final crowning moment but also about how social media trends can elevate a contestant’s brand, personality, and even influence the competition itself. These viral moments create a dynamic new dimension to the event, pushing the boundaries of traditional pageantry and ensuring the competition resonates with modern audiences.

                                                                                  original video!

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@mialiendres Y porque ustedes lo pidieron..🫶🏼😅/ ¡Conviertete en un creador de contenido en solo 3 semanas! Con mi curso ONLINE, para más información puedes contactarme por instagram @mialiendres o @bhndthefeed✨/ mi #podcast en #spotify Sin guion by Mia Aliendres / Youtube: Mia Aliendres #missuniverse #missuniverso #cursosonline #estrategiadigital ♬ original sound - Marilu Aliendres

The parodies that followed Miss France’s dramatic entrance not only made her an internet sensation but also highlighted the power of audience interaction in pageants. Social media allowed viewers to engage with the competition in ways that traditional media never could, making the event more accessible and participatory for audiences worldwide. This trend has pushed pageants, including Miss Universe, to think beyond the stage and embrace the viral nature of digital culture, allowing contestants to have their own personalities and voices amplified online.

Becoming Political Symbols

Pageants like Miss Universe serve as more than just entertainment—they are a form of national symbolism. For many countries, winning the title of Miss Universe is a source of national pride, turning the winner into a cultural ambassador. The soft power derived from these titles is immeasurable, with countries using their titleholders as a means of influencing foreign policy and promoting national ideals on the global stage. National governments see Miss Universe winners as tools for soft diplomacy, leveraging the titleholder’s fame to influence global perceptions of their country.

For example, Pia Wurtzbach of the Philippines (Miss Universe 2015) became a symbol of resilience and pride for her country, and her title was used as a diplomatic tool to promote the Philippines' image abroad. Additionally, when Miss Nicaragua was crowned Miss Universe in 2023, her win coincided with growing unrest in her home country. Despite being targeted by her own government’s crackdown on protesters, her success highlighted the role pageant winners play as symbols of national identity. In contrast to Pia's diplomatic advocacy, the political tension surrounding Miss Nicaragua's win showcased the delicate balance between national pride and the political realities tied to such titles.

The power of a Miss Universe titleholder extends beyond national pride—it can be leveraged to shape international narratives, influence tourism, and even aid in foreign diplomacy. Countries seek out Miss Universe titleholders to represent their national values and advocate for causes that align with national interests, further proving the diplomatic weight carried by pageantry.

Conclusion

As Miss Universe continues to push the boundaries of beauty and inclusivity, it is clear that the competition is evolving into something much more impactful than a mere contest of aesthetics. Through advocacy-driven branding, diversity, and the influence of social media, Miss Universe has not only influenced other major pageantry organizations but has also reshaped the way we view beauty, intelligence, and empowerment. With a focus on cultural representation and the soft power gained from hosting a titleholder, Miss Universe remains a powerful symbol of how global pageantry is moving toward a more inclusive, progressive, and socially aware future. As other pageantry systems follow suit, it is clear that Miss Universe’s influence will continue to be felt worldwide.