South Africa, Swaziland and Mozambique
Beauty contests in Southern Africa evolve new image

Misanet.com / IPS, 12 March - They are ubiquitous social and entertainment events, featured in virtually every non-Muslim African nation, and some nations where Muslim culture predominates: beauty pageants that display the talents and pulchritude of a nation's choicest young women, and in some cases men.

- The goal is to find a candidate for the Miss World competition, so there is much national pride involved, says Vinah Mamba, long-time organiser of pageants in Swaziland.

Mamba puts on the annual Miss Swaziland and Junior Miss Swaziland competitions, the latter for teenage girls that are primarily for local entertainment. 

The older Miss Swaziland contenders are involved in first regional and then a national competition whose aim is more ambitious: a public relations-minded effort to send a Swazi envoy out into the world to show that the small kingdom can compete with the greatest when it comes to female beauty.

Mozambique may until recently have been ranked the poorest nation in the world, but pageant organisers say there is no shortage of talented and intelligent beauties there. "Because of the various tribes and ethnic groups in our country, the Miss Mozambique pageant fields contenders of many races and looks," says Gladys DeSousa, a onetime judge for the pageant, held in the capital Maputo. 

- In the end, the judges of these competitions are faced with so much beauty it tends to lose its primary importance, and evaluations favour the most articulate and talented women, she says. "In other words, when faced with a field of glittering look-alike gems, what finally gets the vote is how skilfully they are cut."

DeSousa, in her way, is acknowledging the changing values in beauty pageants worldwide, from a former emphasis on beauty and glamour to today's recognition of a well-rounded contestant, who must be able to answer questions articulately, know about local and world affairs, and demonstrate some artistic ability.

In South Africa, the annual Miss South Africa competition is mounted as an expensively produced television special, resembling a Broadway show. Government officials, media celebrities and top entertainers are among the judges and presenters, though the entertainers do not perform, which would compete with the efforts of the contestants.

- Africa is a more culturally conservative place than the West, and the advocates for women's rights are less shrill with their criticisms of the classic beauty pageants, says Thuli Mbingo, an entertainment writer for a Johannesburg news service. "But the pageants have naturally followed the tone of other pageants worldwide. It is no longer pretty dolls on display. We are seeing accomplished adults who are role models."

Vinah Mamba, who was the first Miss Swaziland, crowned back in 1967, says she has not made her impact on Swazi society as a beauty, but as a businesswoman. 

- We are role models, she states. "The 'Miss Whatever Country' has a duty to show girls how far they can go, and not just on looks alone. When I am scouting the country for pageant contenders, I look for intelligence and personality. The most beautiful girl becomes ridiculous if she opens her mouth and is stupid," she adds.

Thabs'ile Dlamini hopes to compete in this year's Miss Swaziland pageant. "I'm looking for a way forward, through education, and the international competitions I'd enter as Miss Swaziland offer scholarships."

The awarding of scholarships at a pioneering pageant, the 80 year-old Miss America competition, has been ridiculed because the contestants spend thousands of dollars preparing for the contest, as much as any scholarship they might receive. 

But for young African women, scholastic scholarships, particularly for foreign universities, are important. For some contestants, their only hope of studying outside their home countries is through these scholarships.

The content of Africa's national beauty pageants is similar to those held elsewhere in the world: contestants are paraded in swimsuits and eveningwear. But there is always an African flavour. Semi-finalists at the Miss Namibia pageant last year showed off talents ranging from dancing traditional steps to blowing warning alarms through kudu horns. Judges tend to favour women who display accomplishment in local culture.

- However, says Mamba, "we keep in mind that the girls will be performing in international pageants, so we don't want them to do anything too far-out, like playing a xylophone made out of zebra bones."

Competitions for men are much the same: opportunities for well-built contestants to flex their muscles in swimwear then show their sophistication in eveningwear. Talent competitions are a part of the show, and contestants answer questions about current events posed by judges. The winners of national contests go on to compete at Mr. World, whose competition venue shifts cities annually.

- Beauty pageants are the most eagerly-awaited events of the entertainment year in small countries like Swaziland, says Gugu Simelane, entertainment editor of the Swazi Observer newspaper. "Because we are poor, we don't have many extravaganzas. These are glamorous functions. It is common to see cabinet ministers attending."

The Swaziland and other national pageants are used by the local fashion industry to display their designs, worn by contestants who are attractive models. "I've sold my outfits at all the pageants after they are shown," says Gena Bambo, a Ghanaian dress designer who works in Swaziland. "These pageants are important to the fashion industry."

They are of greatest importance to hopeful contenders, who hope to follow other national contest winners who have gone on to become television presenters and entrepreneurs.

By James Hall, IPS

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