Identity through True Beauty

Published in

The Ends of Globalization

7 min readNov 8, 2021

“COLUMBIA!” The crowd erupts, the happy tears instantly begin forming on Miss Colombia’s eyes as she just won the infamous Miss Universe, representing a new heir to the royal crown. But moments after the flowers and sash was laid on her, Steve Harvey stepped up to the stage and spoke with instant regret saying “… I have to apologize, the first runner up is Columbia, MISS UNIVERSE 2015 IS PHILIPPINES!” The crowd went wild, Filipino flags swarmed the stadium, and millions of Filipinos across the globe cheered in excitement and in shock. The camera instantly focused on Miss Philippines, and it seemed like time suddenly slowed for her. A moment of triumph met a moment of realization: because a win in Miss Universe is not just for herself, but for the identities of every Filipino in the world. While many claim that Miss Universe is mainly a representation of national pride and celebration of beauty, I would argue that for the Philippines, it brings a sense of victory and voice that sets apart a colonized history that deprived Filipinos of indigenous character, aesthetic, and beauty. Thus, Miss Universe uniquely brings forth the ability to equalize and share the stage with other countries through respect and admiration, reclaiming the true beauty of the Philippines.

However, why must the national pride of the Philippines hinge on beauty pageants instead of competitive sports, arts, or other competitions? To answer this question, we must look towards the impacts of colonial history within the Philippines overall. With a deep history in colonization, the Philippines’ cultural and indigenous values were repressed through 1946, losing all bounds of recognition of an expressive culture, respect towards Filipino people, and regard for beauty and aesthetic in of itself. But what happened when the Philippines finally gained independence? By gaining immersive freedom for the first time comes a questioning mindset of both identity and culture. Filipinos after colonization fell under a deep sense of “colonial mentality,” feeling ashamed and burdened by their own culture and beauty, thus losing their own identities and basic appreciation for their own beauty. Now I am not saying every Filipino felt this way post-colonization, but it became an overarching theme for many Filipinos even to this day. Thus, the colonial mentality becomes “ internalized oppression that conditions colonized people to believe that their ethnic… identity is inferior to Western culture … they live their lives striving to be westernized and learning to hate their indigenous roots” (AMPH). This colonial history pushed the idealized version of what human and culture “should be,” rather than what they truly are. This colonial mentality pushed a fixated version of Western/ideal culture, and made Filipinos view their own heritage as inferior. So how did the Philippines find ways to appreciate their own culture, or even find the voice to regain it once again?

Admittedly, many people continue to question why women take the stage of beauty pageants, or even Miss Universe overall. In contrast to other countries, Filipinos view this competition as a true opportunity to have a stronger voice overall. What I mean is that through an abusive patriarchy of colonization, indigenous women from the Philippines became extra inclined to be at the forefront of reclaiming cultural pride for all Filipinos. This evolved from a rich history of abuse and patriarchal colonization, further driving women to the backdrop of voice and representation. Within Spanish rule, “women were no longer allowed to hold high positions… She was snatched of her right to express her thoughts… to stay within the shadows with her lips sealed” (Saldua). This era of Spanish Colonialism deprived women of even having a voice or basic human representation. It further pushed the boundaries of the capabilities of women, and lost all appreciation of their own values and beauties. Unrecognized, unappreciated, and disrespected, beauty pageants became an outlet for true representation of beauty and acknowledgement. To take on a stage that shared and commemorated the beauty and values of women became empowering in all senses, to be silenced and deprived no longer, and begin to gain respect, love, and admiration not just in looks, but in who they are. This is important because for the first time, Filipinas finally rediscovered their own inherent beauty that doesn’t live in the shadows, but is acknowledged and respected. Therefore, Miss Universe exists not only for Filipinas that are able to compete in an international setting, but to educate others on learning to see, respect, and promote the loveliness of indigenous beauty.

In that sense, beauty pageants become a rally cry for the Philippines to bring back the beauty and culture that we’re repressed for so many years prior. It evolves from a Westernized beauty stage, to a sense of reclaiming of pride and indigenous values, to showcase to the world through civility and peace, and to do it with celebration and respect. Therefore, for the Philippines, beauty pageants constitute a new wave of fighting and representation that transcends a past history of violence and ruling. This newfound respect doesn’t rely on an outcry of violence, but an outcry of the people and it’s supporters. This is important because even though the Philippines is inherently joining a western stage built on western influence of beauty, it becomes an opportunity to showcase indigenous culture. The Philippines themselves present a different aspect of what beauty can be, rather than an individualized Western competition. Together, they join the stage to not only present their own indigenous beauty, but to fight the idea that western beauty is the only ideal beauty. These nationalistic views of Miss Universe takes it above the strata of mere beauty and showcase of looks, but a cultural celebration of Filipino norms and values.

This form of indigenous beauty takes on a new stance, as Filipinos build a new foundation of cultural celebration through Miss Universe. This puts on a very unique aspect of the pageant and people — celebrating both the women and the nation behind it. Therefore, when one sees the incredible passion of Filipino flags thrusted through the crowds, families celebrating in joy in Filipino homes, or the faces that light up through Manila in of itself, it is simply pride and appreciation. For the Philippines will not be dismissed as an exotic beauty any longer, but will now be showcased as Filipino beauty, a nation of pride and care, of hospitality and love not just for oneself, but to also show the world. There are many facets when it comes to the “‘crossing-boundary’ potential of beauty pageants, to go beyond personal perceptions of culture, language and history to see new modes of experiencing life as a person” (Cabato). Therefore, it gives opportunities for people to experience the clashing of cultures, and serves as a signifier of cultural refinement. For the Philippines, it gives a unique opportunity for Filipino representation and acceptance within a large scale international competition. The values that stem from Filipinos are derived from shifting the perspective of ideal beauty. They want to be recognized as not the underdog or indigenous themselves, nor a country easily repressed, but a country that has gained independence and must be acknowledged not just in beauty, but in true action. Miss Universe is then transcended to a form of public acceptance not gained from external efforts, but a nation that once more is assured in pride, in a Filipino mentality, rather than a colonized one.

While it may just be a beauty pageant for many other countries, it serves a unique purpose that brings dignity and pride once more for the identities of Filipinos around the globe. For many contestants themselves, the biggest aspect of Miss Universe is a chance to showcase a voice on a global scale. The majority of questions towards Filipinos are redirected towards a nod to Filipino family and culture, to famous inspirations from a Philippine descent, and to be proud of the family and country that raised them. In particular, Pia Wurtzbach, Miss Universe 2015 Winner from the Philippines, final words were “that is timely and relevant to my country, the Philippines. I want to show the world, the universe, rather that I am confidently beautiful with a heart” (Wurtzbach). Wurtzbach brings this notion of being proud of Filipino cultural values into not just a world, but a universe setting, to selflessly rely on not just beauty, but true values of a Filipino. Now, I am not saying that every other country doesn’t pay homage to their own, I am saying, however, that the Philippines continually revolves around a sense of national pride and cultural showcase that transcends their own competition. They in turn become not just Miss Philippines, but a competitor that represents every Philippines in the world. This demonstrates the strong nationalistic ideals that is unique to the Miss Universe competition, and something you cannot get in any other competition. This pageant tells a story that is undeniably distinctive, and Filipinos all over the world can finally live vicariously through every Miss Philippines competitor.

So regardless of the situation or result, or if Steve Harvey will announce Miss Columbia as the winner instead of Miss Philippines, I strongly believe that the Philippines will be happy and proud nonetheless. Every time we see a woman representing our country, our culture, and most importantly, our story, we are reminded of the hardships that came before, and the opportunity there is now. For we will be memorialized and respected not just in beauty when it comes to a beauty pageant, but regain a sense of identity and pride for the journey we have accomplished as Filipinos.

Identity through True Beauty

Written by Miguel Bugayong