Understanding femininity in beauty pageant industry: a case study of Puteri Indonesia Pageant

Abstract

Puteri Indonesia, the oldest running beauty pageant in Indonesia offers an interesting site to analyze the construction of femininity within the country. The study will cover three scopes in this study; first is the historical formation of Puteri Indonesia pageant, which sets a foundational construction of femininity in Puteri Indonesia pageant. The study will observe how the constructed femininity is intertwined with the gender propaganda of the Soeharto regime that is based on Javanese idea that coupled with the background of the owner of Puteri Indonesia as a member of Javanese Royals as resulting in Puteri Keraton deemed appropriate for feminine women. Second, the study will analyze the script in Puteri Indonesia pageants through performative lenses of Judith Butler where it argues that Puteri Keraton is being repeated and stylized through the beauty camp and its training. Particularly, how feminine attributes are monitored and shaped by the seniors and stakeholders of the pageant. Third is the interview with former contestants of Puteri Indonesia where the study found that their Puteri title put expectations on them to embody the Puteri Keraton long after their pageant days. The failure to perform it correctly results in punishment by the organizer and society, meanwhile the success to perform it correctly will land them opportunities in their lives.