Beauty contests objectify women  Women in beauty contests are judged on their physical appearance rather than on any other qualities they may possess (the existence of a ‘talent’ element in many such contests is all very well, but ugly women simply aren’t going to win). Judging women, but not men, primarily on their looks contributes to the subjugation of women because other qualities, such as intelligence, are not seen as part of ideal femininity and therefore not as things to which women should aspire. Ideal masculinity, while in itself potentially damaging to men, tends to be construed in much wider and less restrictive terms - it is notable that male beauty contests, judging men on their physical appearance, are much less popular than female ones.