REWRITING PATRIARCHAL SCRIPTS: WOMEN, LABOR, AND POPULAR CULTURE IN SOUTH AFRICAN CLOTHING INDUSTRY BEAUTY CONTESTS, 1970s-2005.

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    • Abstract:
      The article examines the issues of race, gender, and consumerism in South African Clothing Industry Beauty Contests from the 1970s to 2005. A profile is given for the Spring Queen beauty festival in Cape Town's clothing industry, an event for black female working-class culture that started in 1980. Discussion is provided addressing how the event was said to have countered the myths and stereotypes that African women were passive, subordinate, unattractive, and weak. Further comments are given noting Western Cape demographic factors, apartheid practices, and employers' strategies regarding the hiring of women.