The war for Miss America

How does a nearly 100-year-old institution survive in the #MeToo era? For a start, there were no swimsuits this year.

Miss New York Nia Imani Franklin being crowned Miss America by the outgoing title holder Cara Mund last Sunday. The 98th Miss America competition in Atlantic City, New Jersey, this year has been rebranded the socially aware Miss America - or "Miss Am
Miss New York Nia Imani Franklin being crowned Miss America by the outgoing title holder Cara Mund last Sunday. PHOTO: NYTIMES
Miss New York Nia Imani Franklin being crowned Miss America by the outgoing title holder Cara Mund last Sunday. The 98th Miss America competition in Atlantic City, New Jersey, this year has been rebranded the socially aware Miss America - or "Miss Am
The 98th Miss America competition in Atlantic City, New Jersey, this year has been rebranded the socially aware Miss America - or "Miss America 2.0". Backstage, however, turmoil reigned. PHOTO: NYTIMES
New: Gift this subscriber-only story to your friends and family

If you had watched this year's Miss America pageant, you may have noticed a few changes. For starters, the event is now a "competition", not a "pageant". The participants were "candidates" - interviewing for the job of Miss America - not "contestants".

There was no runway this year, and the word "Miss" had been stripped from the sashes, though each still had a little pocket that could conceal a lipstick tube. And, of course, in the wake of #MeToo, there were no swimsuits. This was the debut of the socially aware Miss America - or "Miss America 2.0", as it has been rebranded by its new chairman, Ms Gretchen Carlson, the former Fox News anchor and Miss America 1989.

Already a subscriber? 

Read the full story and more at $9.90/month

Get exclusive reports and insights with more than 500 subscriber-only articles every month

Unlock these benefits

  • All subscriber-only content on ST app and straitstimes.com

  • Easy access any time via ST app on 1 mobile device

  • E-paper with 2-week archive so you won't miss out on content that matters to you

Join ST's Telegram channel and get the latest breaking news delivered to you.

A version of this article appeared in the print edition of The Sunday Times on September 16, 2018, with the headline The war for Miss America. Subscribe