Portrayal of Women in Televised Beauty Pageants: A Content Analysis of Miss Ghana and Miss Malaika

Abstract

This study examined the portrayal of women in television productions with a focus on beauty pageants. Two televised pageants, Miss Ghana and Miss Malaika were studied underpinned by objectification and male gaze theories. Segments of the programmes were content analysed to ascertain manifestations of objectification. The segments were the introductory, performance, interview and evening gown sessions. The overarching question that guided this study was “Do beauty pageants (Miss Ghana and Miss Malaika) objectify or empower contestants and in what ways? The study also examined the similarities and differences in the ways the two television products depicted women. Findings showed that physical appearance (attractiveness) and body exposure were common features in two segments and that not all segments of both beauty pageants depicted women as sexual objects. Other segments depicted women in non-sexualizing ways. Sexually objectifying images were observed more in the introductory and performance segment’s than the interview and evening gown segments. However, the interview segments showed that the televised pageants depicted women in empowering ways. Key indicators of objectifications were observed as body exposure and physical appearance. Some recorded comments by judges and camera shots also directed audiences’ attention to “gaze” at particular parts of contestants’ bodies. Camera focus played a role in depicting women as sex objects. Also observed was as an effort to make the ladies ‘perform’ a certain standard of ‘femininity’.