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Miss USA Pageant 2010 on NBC

At the beginning of the Sunday May 16^th broadcast of the 2010 Miss USA Pageant, Donald Trump tells the crowd, “I’m Donald Trump, and tonight you’re going to find out why this is the most talked about event of the week.”  No doubt he was alluding to the controversial “glam shots” depicting the contestants in lingerie and provocative poses, which sparked a national media debate about whether the Don had gone too far.  This crass marketing ploy may have gotten TV viewers to talk -- but it didn’t inspire them to watch.  By the end of the night, the only thing Trump could boast about was beating Til Death in the 7:00 p.m. time slot.  The show, however, did manage to top the rest of the competition for the title of Worst TV Show of the Week.

In the second hour of the broadcast, co-host Natalie Morales magnanimously addresses the controversy surrounding the photos: “While there have been many opinions on the photos, we thought we would let you judge for yourselves.”  A montage is shown of the contestants at their respective photo shoots.  The photographs show them in provocative poses, sprawled across a bed or straddling chairs.  Their bras peek through their undergarments.  In some, they wear garter belts, or half-buttoned shirts with nothing underneath.  These “glam photos” are sprinkled throughout the broadcast and seem completely at odds with the image of poise and elegance the women attempt to convey.  Frankly, amid constant reminders that the event is being held in Las Vegas, the photos make them look like strippers.

To make matters worse, Trump hired crass comedienne Joan Rivers to add color commentary between commercial breaks.  She offered these wholesome tidbits:

Joan: “You know, you can't buy poise. It's like herpes. You either have it or you don't.” 

Joan: “Do you know they wanted me…to be in the swimsuit competition?  But then all the men would have gone home and fantasized about having sex with their own wives.” 

Joan: “Look at those breasts.  She had a sports bra that had its own coach!” 

In defending the “glam” photos, Paula Shugart, President of the Miss Universe Organization, said in an interview, “If you look at the photos…the one real common denominator – aside from the fact that they are beautiful – they all exude confidence.”  Confidence?  Since when does trashiness equate with confidence? 

Shugart went on to explain, “We’ve always been cutting edge…It was a big deal in the 60’s when we went to a two-piece bathing suit. Ever since Mr. Trump has taken over the company, he has always pushed to be fashion forward.  Did we push the envelope this time?  Absolutely…What our cutting edge issue will be next year, we’ll see.” 

If this is the future of beauty pageants, what’s next -- wet T-shirt contests? 

Should the Miss USA Pageant continue its downward slide toward pure sleaze, hopefully families will continue to ignore the ginned-up controversies and abandon the show in droves…as it did last Sunday.  Or perhaps Donald Trump will attempt something truly “cutting edge”:  focusing less on what the ladies wear, and more of who they are.

For trying to pawn off trashiness as confidence, the 2010 Miss USA Pageant has been named Worst TV Show of the Week.