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A feminist activist organization determined to bring attention to superficiality and the rampant objectification of women in modern American society chooses the 1985 Miss California Beauty Pageant as the site for its disruptive guerrilla demonstration. The group meets in Santa Cruz, Calif., and orchestrates its own competition -- one that attracts media attention and shocks passersby with its thought-provoking and satirical alternate reading of the institution of the American beauty pageant.