The call for Miss SA to boycott the Miss Universe pageant (that will take place in Israel, city of Eilat, in Jordan) is misguided and dangerous

One of the internationally accepted methods of empowerment and the championing of girls’ rights against all forms of oppression, injustice, patriarchy, and discriminating religious beliefs – whilst promoting humanity, justice, and peace for all, is through beauty pageants.

A beauty pageant is like art. Art influences society by changing opinions, instilling values, and translating experiences across space and time. Art in this sense is communication; it allows people from different cultures and different times to communicate with each other via images, sounds, and stories. Art is often a vehicle for social change.

South Africa has no framework or prescriptive guidelines that regulate the beauty pageants industry. It is therefore important to recall the history behind Miss South Africa. Miss South Africa was established in 1956, and this was open only to Caucasian females. The unfortunate discriminating laws denied a number of South African girls an opportunity to compete fairly with their global peers.

It was only in 1977 that all people of colour were allowed to compete in the Miss SA competition.  Prior to that, people of colour competed in the Miss SA pageant, which was renamed Miss Black South Africa in 1977. This was just the beginning for the Miss South Africa organization – and the first Miss South Africa to compete at Miss Universe was Kerishnie Naicker in 1998 (new South Africa guided by the Constitution of 1996).

All the association or entertainment production houses that hold licenses for various segments of the beauty pageants in South Africa subscribe to the values and ethos espoused by the constitution of the country, which is our supreme law.  

These values and ethos are also supported by the International Bill of Rights – as supported by the United Nations Convention on the promotion of human rights. But most importantly is the incorporation of the Bill of Rights in our supreme law. This Bill of Rights is a cornerstone of our democracy in South Africa. It enshrines the rights of all people in our country and affirms the democratic values of human dignity, equality, and freedom.

Whenever they host/schedule beauty pageants the aforementioned values form part of the guidebook that is always shared with participants and judges (and also accessible to parents of those still underage).

Our Queen for Miss South Africa 2021 is Lalela Mswane, the alumna of the University of Pretoria (with a Bachelor of Law Degree). After winning Miss South Africa our Queen deemed it correct to expand her wings by agreeing to represent South Africa in the next stage of the beauty pageants – this time she has opted for Miss Universe. Which is going to take place in Israel, City of Eilat in Jordan.

Yes, the ongoing feud between the Israelites and the Palestinians is a cause of concern. The South African struggle for peace and justice has been compared with many ongoing revolutions in the world. Against all odds, we managed to pull through and abolish all forms of oppression and injustice. For the first time, South Africa became a Constitutional State that respects human rights.

Miss Universe is an annual international beauty pageant that is run by the United States-based Miss Universe Organization. It is one of the most-watched pageants in the world with an estimated audience of over 500 million viewers in over 190 territories. Along with Miss World, Miss International, and Miss Earth, Miss Universe is one of the Big Four international beauty pageants.

The Miss Universe Organization and its brand are currently owned by Endeavor. Telemundo has the licensing rights to air the pageant for the next 5 years. The pageant's advocacy is "humanitarian issues and is a voice to effect positive change in the world. The current Miss Universe is Andrea Meza of Mexico who was crowned on May 16, 2021, in Hollywood, Florida.

While beauty pageants around the world are primarily about putting idealized versions of femininity on a competitive stage and awarding a "royal" title and crown to the winner, they are also about using femininity to represent other issues (fighting any form of oppression, patriarchy, and injustice). International pageants also play a role in national aspirations (peace and harmony amongst the people of Israel and Palestine).

A sizeable number of South African soccer players have freely entertained the people of Israel with their soccer skills while also earning a salary. Among them are former Bafana Bafana internationals Thembinkosi Fanteni, Dino Ndlovu, Tshepo Masilela, Bevan Fransman and Siyabonga Nkosi; including the recent Bafana Bafana players, Siyabonga Xulu and Mihlali Manyambela.

We have also seen prominent disk-jockey crossing to Israel. I might run out of space if I extend my argument to the academic space and business community.

As cultural scholar Sarah Banet-Weiser has suggested, many countries that send contestants to these pageants are making a claim. In the context of the world's cultural economy, having a contestant at an international pageant can be about claiming inclusion in the "family of nations" that comprises the international community.

The South African community has committed itself to upholding and preserving fundamental rights. This posture has placed us on an international pedestal and prompted many countries to envy the South African route in resolving complex issues and all forms of historical imbalances. We have defeated the worst form of oppression, crime against humanity.

The history of beauty pageants in South Africa is littered with historical injustice, and our young girls had to navigate this painful maze and still smile at the beauty pageant judges and the entire world.

The 1994 breakthrough has enabled us to unite and be able to compete without any form of prejudice.

As South Africans, we must stand firm (like we did with the famous song by two young SA artist - Jerusalem has never been our home but the entire community dance to it) behind our Queen and give her strength to champion the message of human values. A message that unites us as a society. We all strongly believe that positive change is possible and the world deserves peace and harmony.

The people of Palestine deserve dignity and proper recognition – equally so our Queens must be allowed to break barriers of segregation and propagate global change.

Let’s together cross the sea of Jordan (and once more sing one of the famous Christian songs: “thina sizoliwela Jordan elinguna phakade – literally means that we will cross the holy river Jordan) and march to the city of Eilat in support of Lalela Mswane – who is a champion of unity and peace in South Africa. The people of Palestine and Israel can learn a lot from our doyen of peace.

We should not miss the pageant's objective, which is to advocate “humanitarian issues and is a voice to effect positive change in the world.” Our Queen is an ambassador of peace and unity. She must be allowed to carry our message of hope and peace to the people of Israel and Palestine without any fear.

Our Queen is not only a fundi of law but a graduate ready to serve the society and also to champion human rights as enshrined in our supreme law. She is our voice for positive change.

Yes, to South Africans this pageant should be about the call of the inclusion of all in the "family of nations" that comprises the international community.

The call for the boycott is misguided and dangerous. It does not only deny our Queen an opportunity to deliver the message of hope and unity. But also affirms patriarchy and chauvinism as the only voice of authority.  Women also deserve fair treatment and be allowed to exercise their fundamental rights. Her message is for both Palestinians and Israelites as opposed to male soccer players who have selectively entertained the people of Israel.

Written by Mfanafuthi Sithebe: Civil Servant and Social Justice Activist

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The Republic of South Africa.