Article: Rewriting patriarchal scripts: women, labor, and popular culture in South African clothing industry beauty contests, 1970s-2005.(SECTION I RACE, GENDER AND CONSUMERISM)(Essay)

"Few countries take beauty pageants quite as seriously as South Africa," noted The New York Times on the eve of the country's first democratic elections. (1) This national passion for beauty contests traces its roots back to the 1920s and 1930s and transcends race, class, and cultural divisions. The popularity of noncommercial beauty pageants throughout the country signals that popular interest extends far beyond Miss South Africa and other conventional contests. This study focuses on the history of the Spring Queen beauty festival in Cape Town's clothing industry: an extraordinary festival of black (2) female working-class culture that began in 1980. "It's really ...

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