Philadelphia Reflections

There She Goes, Miss America

Atlantic City has long been a summer resort, crowded with people on the boardwalk by the sea. But families suddenly disappear at Labor Day, when the kids go back to school. So, in 1921 the merchant community hit on an idea to extend the busy season an extra week, by having a big beauty contest on the week following Labor Day. The early Miss America contest struggled for a year or two and then became an established annual national ritual. The hotels and boardwalk did indeed stay crowded for an extra week, during which a publicity campaign was conducted to build up anticipation for the big Saturday night event. The preliminaries included interviews and mini contests, for the bathing suit division, the evening gown division, arguments about official state representation, occasional scandalous behavior, parades in open convertible cars, and whatnot and whatnot. Behind the scenes, there were little local battles, including a grim determination not to have a negro girl represent a state from the old Confederacy. Since only one Jewish girl ever won the contest in eighty years, there were probably other issues in other states, hidden behind the curtains. Smoking and drinking were prohibited but scarcely non-existent, as was getting married or pregnant; much of the fuss about these lesser moral issues was probably intended to cloak the event with the high moral tone, counteracting some unfortunate early beginnings of the pageant, and the exciting laxity traditionally associated with summer resorts by the ocean. But they aimed at and succeeded in attracting, a certain kind of audience.

For months before the pageant by the sea, preliminary contests were held throughout various states to select the local Queen, Miss Arizona, Miss Mississippi, Miss Delaware and so on. The people involved in these local contests duly trooped to Atlantic City to see the big event and cheer their candidate. Over time, it became clear that some states worked really hard on this effort; Mississippi was a notorious big spender, and a consistent big winner, but others were almost as determined to win. The grassroots campaign was largely centered on small-town high schools, but the effort was conducted by a great many local women, mostly middle-aged and often quite homely, who somehow got control of local beauty politics and ran the local contests. Over the years, two of these groupies had been nurses who worked in hospitals where I was a consultant, and I got to watch their enthusiasm bubbling under the surface. One woman had worked for years as a night nurse. The sort of person who sleeps all day and works all night tends to be a little odd, often slightly hostile. But when I asked this ancient battle-ax every year about the contest, she immediately blossomed and went on for half an hour about the gossip surrounding this year's contestants and winner. There was something about all this which was like the fantasies of playing with dolls, fulfilling unfulfilled dreams. If you pause to think about it, that enormous convention hall in Atlantic City wasn't filled with school kids after Labor Day; the school kids were back at school. Although the publicity was all about kids and giggles, the real fans were dreaming of days long past, perhaps as former beauties, more often only wannabes, their dreaming only intensified by knowing for a certainty that this success would never be theirs.

It was this self-delusion quality which the promoters of the contest never seemed to get through their heads; after all, the pageant was created and promoted by local merchants who mostly aimed to sell salt-water taffy to the rubes. Radio, and then television, gave the Miss America contest a big publicity push, and then eventually used up its material. When the casino crowd moved into A.C., the non-gambling ladies playing with dolls quickly demonstrated they didn't gamble, in fact, would sass the serious gamblers for their idiotic behavior losing money as fast as they could. TV ratings, contest attendance, and publicity began to fall off rather seriously. The idea was tried that perhaps women now wanted careers, so "points" were awarded for talent shows, musical performances, and brief contests about current events. Foo. That's not what the audiences wanted. So the contest moved to Las Vegas, and the date was shifted to January, a slow time for casinos. The awards were shifted from national tours and opportunities for screen tests to the awarding of college scholarships. Unfortunately, most of the contestants were already in college or married, and the scholarships were in fact mostly used to pay off trailing debts from colleges already attended.

So Miss America, now regularly a black woman but seldom a Jewish one, continue to be fodder for the sponsors and promoters of the pageant. But wherever it goes and whatever its modifications, the Miss America contest is never going to return to former glory until it learns who its real audience is. The lonesome, middle aged lady who dreams of playing dolls with live dolls.

And then, Miss America went away. Some other city has her. Atlantic City lost her. And there she goes, Miss America.

Originally published: Wednesday, June 30, 2010; most-recently modified: Wednesday, August 07, 2019