Young women prance around the stage strutting about in high heels. Their make up is flawless. No hair is out of place. They have fixated smiles on their faces. Their eyes sparkle and their eyelids bat as they sashay across the stage. Crowds cheer. Whistles are heard and there’s lots of clapping. Beauty is being paraded: gorgeous faces, slim healthy bodies; the peak of youth. What most women and men admire; a true reflection of God’s artistry.
Most feminists worst nightmare; they’d probably decry that these women are being objectified. However, it’s a democratic act. Those girls want to be there. Being “objectified” is the least of their concerns as they strive to clinch the main title.
There will only be one winner depending on how good she looks, how well she carries herself and how much the judges and audience like her. For those who make it, it’s hopefully the opening of new doors in life; opportunities and a gateway to pursue their dreams while being the admired belle.
It’s not entirely about the external fixation but what the crown will do for them to improve their lives. Beauty contests have for many decades attracted enormous crowds and television viewers. Many girls have grown up dreaming of being the centre of attraction; to be revered for their looks and intellect.
I remember the first time I attended a pageant show with my older cousin. I was only 12 years old. My mother didn’t want me to go. I had to beg her, throw myself on the ground and cry until she finally agreed.
The venue was a community hall a stone’s throw from our home. I had watched Miss World on television many times and was glad to be seeing one live. Of course it was nothing like the sparkle and glamour of the pageants that beamed on our newly acquired television set, but it was an outing and a half.
It was packed and we had to squeeze ourselves to find space to seat. Some young boys hung from the rafters, others whistled and jeered. It was noisy and as the girls strutted onto the make shift stage, the shouting intensified. They were different sizes, skin complexions and height; fat, slim, tall, short, dark, light skinned. They were made up and wore costumes. Some had pot bellies, huge hips and round protruding buttocks that would put Nicky Minaj’s to shame. They still raised applause.
The girl who won was an hour-figure pretty nubile who took home a fridge, tea set and hundred Pula, which was a lot of money then.
Beauty pageants are popular in Botswana. Every year scores of young women attend auditions to be contestants. Clinching the revered title is a dream-come-true for many of them.
When Mpule Kwelagobe burst onto the international scene in 1999 and walked away with the Miss Universe World crown, most people, especially Batswana, were bawled over. Kwelagobe catapulted to instant fame and was applauded across the globe. Her win gave many young Botswana hope that they too could realize their dreams and make something positive out of their lives. It’s an easy ticket to a life of globe trotting, career opportunities and wealth. There has been some contention about whether Batswana women gain from contests as very few of our ‘queens’ make it far in the international contest. Apart from Kwelagobe, only Emma Wareus has made it far, after being crowned the 1st princess in the Miss Universe World pageant.
While the popularity of contests seems to be waning, many young women evidently still view it as a chance of boosting their public profile, self esteem and perhaps adding a tick to their bucket list. The positive aspect about beauty contests is that they groom young women, build their confidence and instills discipline. The girls also interact with others and learn valuable lessons. Perhaps being part of that competitive environment gives one a drive to succeed, which can come in handy in other facets of life.
Local beauty pageants have also been marred with controversy. There have been rumours of cheating, prices not being delivered, which culminated in media wars between organizers, sponsors and contestants. There is little corporate buy-in and sponsors aren’t keen to invest in beauty pageants. The allure of the titles is losing its attractiveness. In the midst of this, some dreams are shattered. One young woman, Refilwe Lesolle, scooped the first princess title at the 2010 Miss Universe Botswana contest but she still hasn’t received part of her prize money. “We need an organization that lawfully protects contestants through contractual agreements. Since the ladies are focused on winning they derail from the important issues and get into traps. The organization could also monitor matters related to prizes; to ensure that contestants receive what is promised to them. Not receiving prizes de-motivates many young people,” she said. Initiatives like the Mabontle Forum have been held to address challenges that young women face in the local beauty pageantry, with little success. Despite this, many young women aren’t deterred. One of them is 16-year old Rose Motshwari. The junior secondary student has her eyes set on winning the Miss Universe Botswana title in the next two years. She believes that the title would give her a chance to explore other avenues and earn extra money. “I have always been told that I am good looking and want my beauty to work for me. My parents are supportive and buy me stuff when I enter contests.
Although my father feels that I should focus on academics, my mother is adamant that I can balance the two. I won’t let anything come between me and the dream of being crowned the most beautiful girl in Botswana,” she says with a shy smile.
