Attitudes towards menstrual blood in contemporary Western culture still circle around the subject with a mixture of denial and horror, advertisements for sanitary products typically use blue liquid in an attempt to sanitize the reality of blood, weary old jokes circulate about not trusting anything that bleeds for seven days and does not die. Menstrual blood is constructed either as something that requires a hygienic makeover or as something unnatural and obscene, a further indication of the horrors of sexual difference and the threatening ‘secrets’ of the female body.
Ruth McPhee, Female Masochism in Film: Sexuality, Ethics and Aesthetics
feminism, menstruation