Topic the rapid increase of beauty pageants in vietnam

Moreover, Decree 144 from theGovernment does not stipulate that beauty pageant contestants must be female and have naturalbeauty; unlimited beauty contests, beauty queens, models in a ye

NATIONAL ECONOMICS UNIVERSITY

Consumer Behaviour by Mrs Trần Hồng Nhung

Group Assignment

Topic:

The rapid increase of beauty pageants in Vietnam

EBBA 12.2

3 Negative impacts of the increase of beauty pageants in Vietnam 7

3.3 It negatively affects even the participants of the contest 83.4 Organizing many beauty contests also loses the right purpose of the contest 11

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1 Introduction

After more than 2 years of cultural and artistic activities being "frozen" due to the COVID-19epidemic, which also means that beauty contests and models are temporarily suspended Therefore,right from the beginning of the year, when the social distancing regulations were lifted, it was also thetime when many beauty contests were deployed to attract contestants Moreover, Decree 144 from theGovernment does not stipulate that beauty pageant contestants must be female and have naturalbeauty; unlimited beauty contests, beauty queens, models in a year; as well as allowing Vietnamesecitizens to participate in international beauty contests without the need for a license from theDepartment of Performing Arts It created an open mechanism for beauty contests

Roughly counting, there are dozens of competitions held in Vietnam in 2022: Miss Vietnam, MissUniverse Vietnam, Miss World Vietnam, Miss Peace Vietnam, Miss Ethnicities of Vietnam, Miss AoDai Vietnam, Miss Sports Vietnam, Miss Vietnam's sea and islands, Miss Peace Vietnam, MissVietnam Lady, Miss Environment Vietnam, Miss Global Vietnam, etc

The explosion of the beauty contest contributed to helping the entertainment industry get back to lifeafter Covid-19 On social networks, Vietnamese beauty groups thrive, discuss contestants, makepredictions such as Miss World, World Press, Venus Beauty Queen, etc with over 100,000 members.Posts often attract thousands of "likes", comments, and shares Never before has beauty fans had such

an active forum

The massive return of beauty contests also entailed a series of overlaps, difficult to distinguish titlesand led to a shortage of candidates In addition, an issue pointed out by experts is that beauty contestsare being considered entertainment activities

This is a very new issue and has not been studied much in Vietnam The social aspect of art is part ofthe study of the relationship between art This is no longer a matter of art, a beauty factor, but a socialissue Understanding the social side of art is sometimes more important than finding expressions ofbeauty or the meaning of beauty

2 The reason beauty pageants are held in Vietnam continuously nowadays

To find out the cause of the rapid increase in domestic beauty contests, we will analyze the causesaccording to the Law of Supply - Demand. Whenever demand is affected it leads to a shortage ofvarious needs that are in demand and whenever supply is affected it leads to a shortage of supply,and beauty contests are also based on this concept, which represents the supply side as theorganizations of the contests and the demand side as the viewers

2.1 Supply side

Miss pageants are gradually turning into a part of the entertainment industry with huge profitsbeing made for the organizers, sponsors, and contestants According to the Ho Chi Minh CityWomen's Newspaper, a beauty contest in Vietnam has attracted a sponsorship amount of about 11billion VND In which, the program's diamond sponsor is 5 billion dong, 2 gold sponsors 3 billiondong/unit This amount does not include other small and medium donors

Sources of income from advertising money for beauty contests include:

● Advertising for sponsors: Actually, this is how the organizer pays benefits to businesses andbrands sponsoring the contest (mentioned above)

● Profitable advertising: TVCs or promotional content can be profitable.

The time spent on advertising in the Miss Vietnam program is nearly ¼, showing that the commercialvalue is not small for sponsoring businesses Therefore, Marketers will try to create more and moreposts and ads to stimulate you to watch beauty programs, so that the "chicken" can continue to "laygolden eggs"

Besides, one of the main incomes of beauty pageants is sponsorship money It is known that thenumber of sponsors for a beauty contest (depending on the size and popularity) is quite large, up toseveral dozen Sponsorship categories such as Diamond, Gold, Silver usually range from a few billion

to several hundred million dong

Why do sponsors pour money into beauty pageants?

Instead of spending a lot of money to invite celebrities to promote their brands, many businesses andbrands have not hesitated to spend sponsorship money on beauty contests During the contest, thebeauties also have the task of taking photos, recording PR videos and attaching hashtags to thesponsor's products on their personal accounts After the coronation, Miss and runner continued toaccompany brands and businesses in many projects It is easy to see that the organizers of majorbeauty contests in Vietnam always try to integrate the contestants' contests in the outer ring withsponsors For example, between the contests, there are sharing sessions on beauty, skincare, makeupskills from representatives of small and medium sponsors Or most recently, Miss World Vietnam

2022 held a golf competition for the top 38 beauties even though this subject has nothing to do withthe skills required of a contestant in the beauty contest

The last reason can be said in the Vietnamese market, the beauty contest is the door to easily entershowbiz Miss, the runner-up after being crowned as expensive as the stars, appeared at everyentertainment event Especially in the field of fashion, the beauties are also given priority to performvedettes or to open the show, the audience has seen many times the landing of the beauty queen on thecatwalk as a privilege Even small and medium-sized beauty contests do not aim to find arepresentative of Vietnam to compete in international beauty contests The organizers of theseplaygrounds do not care about the quality of the contestants or the winners They only focus on profitsafter the competition That's why there are consequences such as the coronation girl being rumored tobuy an award, a rich couple with a wife, false declaration of education level …

Therefore with such terrible profits from so many sources, it makes perfect sense for beauty contests

to "explode" in Vietnam in recent times However, it comes with great consequences that we willcontinue to analyze in the next section

2.2 Demand side

● Change in the way people communicate

Social media are the online means of communication, conveyance, collaboration, and cultivation

among interconnected and interdependent networks of people, communities, and organizationsenhanced by technological capabilities and mobility Currently, 78.1% of the population is active on

social networks, equivalent to 76.95 million people, up 6.9% over the same period, according to We

Are Social (January 2022) This statistic shows that Vietnamese people spend an average of 2 hoursand 28 minutes on social networks In addition, when accessing social networks, users are mostinterested in news updates 57.1% of both sexes Particularly for sharing and confiding content (female67.2% and male 55.3%)

In the past, when social networks were not yet developed, people mainly shared their views throughgatherings People interact with each other by language and transmission is also very limited Now,social networks provide users with synchronous interactions - those that occur in real time and

asynchronous interactions - those that don’t require all participants to respond immediately, it has

changed the way people communicate People started participating in online communities such asprivate chats, group chats, social networking groups, and online discussion forums Because itprovides more privacy as well as an instant and abundant channel for effective communication, whichare features especially appreciated by Generation X In other words, everyday social interactionsbegan to shift to digital environments

Today, a compelling topic or simply a photo can attract several million interactions Users love toshare their views on issues in society, the development of social networks helps these issues spreadmore strongly than ever In addition, users have a habit of inserting mass media content into privateconversations with friends, making content on mass media have to rely on each individual's sharing toachieve "viral" level These have clearly demonstrated the extreme degree of connectedness of socialnetworks

Faced with the change in Vietnamese lifestyle, along with the need to find entertainment news onsocial networks to share and discuss with everyone, more beauty contests are held and graduallychange their way of promoting Instead of just appearing in TV, newspapers or offline activities, todaythey appear on social networking platforms The beauty pageants own media channels such asFacebook, Instagram, Tik Tok and the official website On all these media channels, they updateinformation about the beauty queens such as volunteer activities, the sharing of the beauty queens,viewers' opinions about the beauty queens, etc to attract viewers to comment on the contest Inaddition, on their Tik Tok account, they post videos about the participation process of the Misses,behind the stage, etc These contents are very close to the viewers, it has helped beauty contests attractthousands of interactions As a result of this, beauty pageants are becoming more and more popular

● Public's point of view of beauty pageants: Beauty pageant are one of the topics of interest to the press and public.

Contact from the influence of situational buying behavior: because today the number of stores isvery large, so when the buyer intends to buy, now will often not come to the store to see the pricedirectly, experience, instead look at many different sources (on social networks, e-commerceplatforms) from which they compare them with each other, thus forming the thought that some goodsare not really worth the price they claim (maybe cheaper, may also be more expensive) as theysuspect about the product This can be related to the fact that more and more beauty pageants arebeing held these days, of course because of the large number of people, people will compare themback and forth rather than focus on a certain contest

They don't care much about the organization and progress of the contest, only monitoring them forcomparison purposes.Vietnamese audiences have only known and interested in following foreignbeauty contests since the late 1990s and early 2000s, but they can only see the surface of thesecontests through the way they are organized, the faces of the new contestants Miss and thenhaphazardly say that the criteria of the contest is like this Most people think that a beauty queen mustlook gentle, go to events, and have a clean personality And beautiful people who used to beprofessional models or sharp faces cannot become beauty queens It leads to the purpose of the

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contests gradually become away from the standard, only organized for good, not quality (partlybecause of the audience), because the audience sometimes does not have the need to watch, of coursethey The organization also does not invest much, so it is difficult to make an impact of a contest onthe public.

It is a fact that, in any market, there is always a group of customers whose main purpose whenpurchasing is experience and satisfaction For example, some people go to the store just to kill time,

or spend money, satisfy the feeling of buying, etc Or even, they go to the store just to satisfy thefeeling of being paid, bargaining or simply just to rate this item good, bad, beautiful, or not quality.These are examples of the time factor that depends on people's behavior

Consumer researchers have used multiattribute models for many years, but a major problem plagues

them: In many cases, a person’s attitude doesn’t predict behavior In a classic demonstration of “do as

I say, not as I do,” many studies report a low correlation between a person’s reported attitude toward

something and actual behavior toward it

The theory of reasoned action model also measures attitude toward the act of buying, rather thanonly the attitude toward the product itself In other words, it focuses on the perceived consequences of

a purchase Knowing how someone feels about buying or using an object turns out to be more validthan merely knowing the consumer’s evaluation of the object itself

This can be related to that, there is a part of the audience watching the beauty contests, not interested

in the results and developments of the contest, but only around the controversy and controversybetween groups of spectators with the competition each other, arguing about the results, about theorganization or about the private lives of some of the contestants, all of which bring them joy Inshort, they watch beauty pageants just for the sake of "drama" The audiences, at the same time, giveless and more attention to the contests Of course, in the end, there is still a bad influence from theaudience on the quality of the competition Ending a beauty contest will be the beginning of a newperiod After that, many people find it annoying Many problems come after a contest, so less and lesspeople are interested in this

● Looking for national representatives to participate in international beauty pageants

On December 4, 2021, Vietnamese netizens broke down when Thuy Tien was officially crowned thehighest position of the Miss Grand International 2021 pageant For the first time in history, theaudience has the opportunity to witness the representative of Vietnam crowned in one of the largestbeauty arenas on the planet This is a Nudge to make the audience pay more attention to beautypageants to find the next person to represent Vietnam in international beauty arenas

This attention comes from patriotism Patriotism is the feeling of love, devotion, and sense ofattachment to one's country This attachment can be a combination of many different feelings,language relating to one's own homeland, including ethnic, cultural, political or historical aspects

In recent years, along with the trend of integration, international economic development, beautypageants also play a role in introducing the image of the country, widely promoting the culturalpotential, tourism potential, historical tradition of the country, as well as the Vietnamese people to thepeople in the country and international friends This is the reason why many people support MissThuy Tien and Miss Thien An Because when the beauty of Vietnamese women shines in the world'splayground, it is also a common pride for the whole nation

3 Negative impacts of the increase of beauty pageants in Vietnam

3.1 Beauty contests can reduce self-esteem

Beauty contests are competitions that focus on the physical beauty of their contestants and arewatched all over the world It sets up the benchmark for beauty in society These contests setunrealistic beauty standards for women and often promote stereotypes Beauty pageants craftinaccurate, even wrongful narratives of what it means to be a beautiful woman Beauty is subjective,

we know, but pageants objectify it Tһey demand tһeir contestants to be of a particular age, aparticular weigһt and a particular һeigһt Then tһey require "ideal" curves and measurements, not tomention other inconspicuous criteria like һairstyle and skin tones The problem witһ this is “bodyimage” can play a һuge role in self-esteem, and this intense focus on appearance can give off tһeimpressive appearance is everything A significant number of women develop low self-esteem, give

up loving themselves and so many even become a victim of body shaming tһat also leads to poormental healtһ just because of these irrational quests to pedestalize a certain body type

Now we will dig deep into wһy beauty pageants affect self-esteem:

Self-esteem refers to the positivity of a person’s self-concept People witһ low self-esteem expect thattһey will not perform very well, and they will try to avoid embarrassment, failure, or rejection.(Solomon et al., 2022) Tһerefore, how do beauty contests influence self-esteem? It can be explained

by ‘Social Comparison Theory’ which suggests individuals drive to evaluate their progress and inthe absence of objective standards, people compare themselves to others to know where they stand.Exposure to beauty contests can trigger a process of it, in which the person tries to evaluate herappearance by comparing it to the unachievable beauty standard that these contests set This is a basichuman tendency, and many marketers tap into our need for benchmarks when they supply idealizedimages of beautiful, attractive, successful people who just happen to use their products

This can also be linked to the ideal self-concept The ideal self is a person’s conception of how he orshe would like to be, whereas the actual self refers to our more realistic appraisal of the qualities we

do and don’t have (Solomon et al., 2022) Young teen girls also often engage in a process of

“impression management” in which they work hard to “manage” what others think of them, they

transform their style, and body shape harshly to become a version of the ideal self that is shaped bybeauty contests The idea we have to put so much effort into our appearance and actions to beaccepted sends the message we are not good enough as is This feeling of not being good enough oracceptable creates the foundation of insecurity and low self-esteem Depression, eating disorders etc.,

follow with the internalization of deprecating beliefs that will haunt them in adulthood It is especiallyworrying about the effects of pageant culture and its overarching messages on young girls who maynot have the resilience, maturity, or life experience to keep the competition and judging in context According to the results of a recent survey by the Body shaming victim support group in Vietnam: up

to 872 out of 1,000 votes confirmed that they were prejudiced by body shaming, leading to a lack ofconfidence, guilt, and doubts about their self-worth, of which 431 survey participants had universitydegrees or higher, 168 had to undergo psychological treatment The main cause of these victims is thatthey are stigmatized because their appearance does not match the ideals of beauty, which are largelyshaped by current beauty pageants If these girls are not also being taught loud and clear messagesabout possessing inherent worth, appreciating diversity, and understanding beauty, strength, andability come in all shapes and sizes, they are at real risk of facing a lifetime of problems with low self-esteem, depression, anxiety, eating disorders, and or want for cosmetic surgery

3.2 It distracts women from bigger priorities

They inspire judging a person’s worth primarily based on appearance only, rather than on a person’scharacter, and they objectify young women These younger women are judged only on thegroundwork of physical appearance Judging young women primarily on their appearances takesimportant character developments out of focus because other qualities, such as intelligence, are notseen as a section of ideal femininity and therefore no longer as things to which girls aspire Younghuman beings become extremely conscious about outer beauty, when in fact there have to contest thatappreciate the inner beauty of women Beauty contests stress the fact that the person who isdistinguished and unique is the one who has good physical features So, it distracts women fromfocusing on improving their education, culture, skills, career and competencies So, I believe thatthere should be contests where the best thinkers, artists, entrepreneurs are brought together, so it ismore comprehensive and where they not only focus on the differences but also embrace them Youcan never be the best at everything and you have no hand in how beautiful you are

3.3 It negatively affects even the participants of the contest

Many people consider beauty contests to be a harmless activity where contestants can boost theirconfidence However, a sad reality of beauty contests sends the message that women should beappreciated by judges, audiences, and online communities for their appearance and set unrealisticbeauty standards At beauty pageants, young girls are faced with the harsh reality of choosing theprettiest, sexiest girl Now many people wonder whether beauty contests have a bad effect on thecontestants or those who become Miss after the contest or not?

Social judgment theory also assumes that people assimilate new information about attitude objects

in light of what they already know or feel The initial attitude acts as a frame of reference, and wecategorize new information in terms of this existing standard People tend to perceive messages withintheir range of acceptance as more relevant to their position than they really are We call thisexaggeration an assimilation effect However, we tend to view messages that fall within our rejectionrange even more difficult to accept than they actually are; we call a contrast effect In other words,audiences are less receptive to ideas that are far from their own, and they tend to oppose even slightlydifferent points of view

Beauty pageants create inaccurate, even false, stories about what it means to be a beautiful woman.Beauty is subjective, we know, but beauty pageants oppose it They require their contestants to be of aspecific age, specific weight, and specific height They then asked for "ideal" curves andmeasurements, not to mention other more subtle criteria like hairstyle and complexion And when acontestant, Miss is different from the criteria and model of the previous contest, the audience will notaccept that and have protest actions

The most infuriating thing is that Thien An was also body shaming by the president of the Miss GrandInternational body contest that "the upper body is longer than the lower body, the hips are big, thebody is not beautiful." Beauty contest does not mean accepting foreign judgments Unexpectedly, thehead of a beauty contest, which carries a message of peace, calling for an end to war and violence likeMiss International Peace, would make such a statement reeking of body shaming demeaning awoman on the international stage so it's okay to say it's unacceptable Negative comments aboutanyone's body size or shape can do great harm to them, potentially leads to low self-esteem, anger,