After the addition of the former Borg drone Seven of Nine to the starship's crew at the start of the fifth Star Trek series' fourth season, Voyager's weekly viewer ratings soared by more than 60%... [T]he character was an instant success, and "saved the show" from disorientation and even oblivion. The Emergency Medical Hologram's dermoplastic grafting procedures and follicle stimulation therapies produced a highly sexualized feminine bodily appearance that appealed especially to adolescent and young males, a major portion of Star Trek's viewership. Seven's arrival on the scene was accompanied by a massive publicity campaign in TV magazines and newspaper supplements. Played by a former Miss America pageant finalist Jeri Ryan, outfitted in a skintight, lustrous catsuit and high heels that accentuate her breasts and buttocks, Seven of Nine radiates "available feminine sexuality," yet is paradoxically unaware of her "epidermal" exposure and blatant desirability. Her erect phallic posture, techno-scientific competence, stringently business-like speaking style, and indifference towards male erotic overtures make her an ambivalent boundary crosser with both masculine and feminine semiotic and manneristic attributes.