Beauty Pageantry as a Communication Platform for Women’s Empowerment in Taraba State, Nigeria

Abstract

Despite the growing popularity of beauty pageants in Northern Nigeria, their utility as strategic communication tools for social change remains under-researched, particularly within conservative socio-cultural contexts. This study examines beauty pageantry as a platform for women’s empowerment in Taraba State, Nigeria, focusing on the Miss Taraba competition from 2020 to 2025. Guided by Naila Kabeer’s Model of Women’s Empowerment, the study explores how the pageant facilitates access to power, the communication strategies employed by winners, and barriers to their advocacy. A qualitative research design was adopted, involving in-depth interviews with 17 purposively selected participants, comprising former beauty queens, pageant organisers, media practitioners and government officials. Data were analysed thematically. Findings indicate that pageantry provides titleholders with access to traditional and political leadership, enabling them to transition into visible social advocates. Their strategies include Facebook advocacy, school outreach on girl-child education, and lobbying for institutional responses to gender-based violence. However, limited funding, inadequate advocacy training, religious stereotypes and sexual objectification constrain their efforts. The study concludes that pageantry can facilitate socio-economic and humanitarian impact, but its potential is weakened by exploitative practices and limited institutional partnerships. It recommends formal advocacy training and evidence-based community-impact benchmarks through collaboration between organisers and state agencies.