Make Miss America Great Again: Can Conservative Culture Save The Century-old Pageant?

Others were also quick to link the results with the “end of wokeness” and the “return to normalcy”, with Eva Vlaardingerbroek commenting, “Wow. An actual European, blonde, blue-eyed woman won Miss Universe. That’s legal again? The tides are truly turning.”

While​ Donald Trump had likely nothing to do with the outcome of the pageant he once owned the American preliminary to, he has certainly inspired a cultural shift currently unfolding in America. This “Trump Effect” marks a drastic pendulum swing in pop culture reflecting the growing popularity and acceptance of Conservatism while hurling an unapologetic middle finger to the political correctness, cancel culture and fat positivity that defined the last decade of media.

A few years ago, being labeled “Conservative” could ruin reputations—and in some circles, it still might. But today, many Republicans wear the label like a badge of honor. Once a subculture relegated to specific regions or demographics and even considered “cringy”, stereotypical Republican customs and aesthetics have soared to mainstream popularity, buoyed by Donald Trump’s reelection. Evidence of this Republican cultural revolution can be seen everywhere from the surge of country music dominating mainstream airwaves, to the Pretty Little Thing rebrand to America’s fascination with Mormon Wives, Dallas Cowboy cheerleaders, and trad-wife influencers on their screens. 

Politics and pop culture have long been intertwined in American history. The counterculture movement of the 1960s birthed iconic music, fashion, and attitudes that defined a generation. The Reagan-era 1980s saw a resurgence of Americana, from patriotic blockbusters like Top Gun to the rise of country superstars like Alan Jackson, Garth Brooks and Travis Tritt. As today’s Red wave continues to unfold, a golden “now or never” opportunity emerges for a dwindling cultural icon that has struggled to maintain its relevance in the 21th century: Miss America. 

The Evolution of Miss America

Founded in 1921 as a "bathing beauty revue" to boost post-Labor Day tourism in Atlantic City, New Jersey, Miss America evolved into a national competition emphasizing grace, poise, scholarship, talent, and public service. It transformed the all-American “girl next door” into a household name. Once a cultural staple and stepping stone in the career of budding starlets, Miss America has faced significant challenges in recent years. Critics have dismissed the pageant as antiquated and sexist, citing its reinforcement of traditional beauty standards and objectification of women. Moreover, the rise of reality TV shows, talent competitions, and online influencers normalized the “overnight sensation” phenomenon, diminishing Miss America’s unique appeal. Ironically, as the Organization made more concessions to make the program increasingly inclusive and accessible over the past decade, Miss America’s identity, popularity and recruitment has further plummeted. Internal scandals compounded these struggles. After leaked emails in 2017 revealed derogatory comments by Miss America officials about titleholders, Gretchen Carlson, a former Miss America, was appointed chairwoman and spearheaded drastic reforms. Her unpopular changes—eliminating the swimsuit competition, downplaying physical appearance, and transforming the glamorous evening gown segment into “any outfit that makes them [contestants] feel confident and expresses their personal style”—alienated traditional fans without attracting new audiences. Once a staple of primetime television, the same pageant that 85 million Americans tuned in to watch in 1960, has failed to even secure national network broadcasting since 2018, when it reached its all-time viewership low.

A New Chapter for the Pageant

Despite being caught in the perfect storm, there are recent glimmers of hope for a Miss America revival. CEO, Robin Flemming, has begun making moves that simultaneously honor tradition while adapting to modern expectations: securing glamorous sponsors, partnerships and appearances, ending the “anti-boyfriend” policy (which required Miss Americas to hide their relationships), raising the age limit for contestants, and introducing a Fitness segment---a rumored gateway to eventually reinstating swimsuits. Although she continues to dig the Organization out of the significant turmoil and financial mess she inherited in January 2023 (along with her own legal disputes), Fleming’s tenure conveniently arrives amidst a Republican Renaissance eager to embrace the patriotism, tradition and classic glamour and femininity Miss America still has to offer in an oversaturated market of entertainment options. While the Organization is officially nonpartisan, these characteristics are increasingly associated with Conservatism, especially as neutrality itself now signals right-leaning tendencies in a polarized culture rather than standard, professional etiquette. The two winners crowned under her leadership signify Fleming recognizes her brand and target audience well. 

Madison Marsh, Miss America 2024, Air Force Lieutenant and Harvard Student, was a PR miracle for the Organization, reinvigorating public interest and national attention to the pageant when she became the first Active Duty member of the military to win the title. Her recent successor, Abbie Stockard, represents a return to the classic Miss America archetype: blonde, Southern, charismatic, talented. Yet, Stockard’s Influencer-like persona and adept use of social media signals an understanding of today’s branding necessities as she aesthetically documents her media tours, fashion shows, photoshoots and A-list appearances like the Super Bowl and Presidential Inauguration. Abbie’s consistent presence online and in these star-studded arenas is vital for reinvigorating Miss America’s prestige and popularity, while resonating with Gen Z, the new advertiser-coveted demographic--which happens to be far more conservative than previous generations at the same age. Abbie’s hair and makeup are always immaculately glammed and her fashion is Ivanka Trump coded: stylish and elegant, without remotely approaching frumpy nor revealing. She regularly showcases her dancing abilities during highly-publicized appearances and of course, her supportive, 7’0 boyfriend, Walker Kessler, happens to play in the NBA. Marsh and Stockard are not your average 22 year-olds---but they were never supposed to be. Like the lyrics state in Bert Perkin’s famous “There She Is”, Miss America is “your ideal”. Of course, “ideal” is relative to time and place, but in today’s Republican Revolution, they checked all the boxes while maintaining their own unique aspirations.

While the cultural landscape is primed for Miss America’s comeback, the Organization must urgently address key challenges and embrace strategic opportunities in order to reclaim its place as a beloved American tradition for generations to come---especially as their biggest rival, Miss USA, scrambles with its own share of recent controversies. Securing a primetime spot on a major network is critical to reestablishing the pageant as a national event. While reviving its roots in Atlantic City could tap into nostalgia and rekindle interest from both local and national audiences, I believe the pageant is better suited for a large Southern city that would give it the type of production, fanfare and celebration it deserves. To improve recruitment and attract high-quality contestants, up the ante: offer an enticing cash prize, a modeling contract, and maybe even a luxury condo to recreate the celebrity status Miss America once enjoyed. Incentivize the country’s most elite young women, who now have dozens of rewarding avenues to success at their avail, to throw their hats--or crowns, in the race.

Miss America now stands at a crossroads. At over 100 years old, the pageant has struggled with remaining relevant in a rapidly changing cultural environment. However, the “Trump Effect” sets the stage for the pageant to reclaim its role as a symbol of American aspiration, unity and femininity—not by abandoning its storied past, but by embracing its roots with a modern flair. Today’s society, increasingly shaped by conservative values, yearns for an “it” girl who is also a role model and, in a sea of overwhelmingly liberal celebrities, apolitical. The question isn’t whether Miss America can become relevant again—it’s whether its leadership can seize this moment to Make Miss America Great Again.