by Thinus Ferreira
Like clockwork, new brand damage has exploded for and engulfed MultiChoice and DStv, M-Net and Mzansi Magic as well as sponsors LottoStar and Unilever's Robertsons Spice after the latest season of Big Brother Mzansi aired nasty sexual assault victim-shaming content which has been slammed as "deeply troubling".
The latest season of Big Brother Mzansi: Umlilo executive produced by Natalie Bleksley and Red Pepper Pictures, started 10 days ago and is the fifth season under the Big Brother Mzansi moniker and the 11th season overall of Big Brother South Africa done by MultiChoice and M-Net in the country according to the Banijay format.
Shocked DStv subscribers watched as MultiChoice aired comments on DStv from Big Brother Mzansi: Umlilo housemates Ashley Ogle and Bongiwe Booi, known as Bonni Bee, victim-shaming Florence Mphirime, known as Kay B, after she revealed that she was a victim of sexual assault.
Ashley Ogle and Bonni Bee slammed Kay B, claiming that she was just looking for attention.
Both Ashley Ogle and Bonni Bee violated pre-set rules of the show.
The Women for Change organisation that helps and supports gender-based violence victims, in a statement, slammed the abhorrent behaviour that MultiChoice and Mzansi Magic showed to DStv subscribers, labelling it as "deeply troubling".
"The recent conversation between Ashley and Bonnie on Big Brother Mzansi: Umlilo, which invalidated a survivor's experience, is deeply troubling," says Women for Change.
"When a woman bravely shares her story of sexual assault, it is vital to offer support, not judgment or mockery. Labelling Florence "Kay B" Mphirime's experience as attention-seeking and failing to stand with survivors are harmful micro-aggressions that perpetuate a culture of victim-blaming."
"These attitudes foster a culture of silence and shame, discouraging survivors from speaking out about their experiences, and it extends far beyond the so-called "mean girl" behaviour - it highlights a systemic problem of rape culture. We must believe in survivors, amplify their voices, and stand with them in solidarity."
M-Net and MultiChoice were asked for comment on the latest utterances that amount to victim shaming
in the Big Brother Mzansi season.
M-Net in response to the media query told me "The opinions and
views expressed in the Big Brother Mzansi season 5 house are that of the
housemates and do not represent the views of Mzansi Magic, or any of the
sponsors LottoStar, Robertsons Spice and Chillers Punch".
"Big Brother's
rules for the house are important and taken seriously. Last night, Big Brother
addressed the housemates about their misconduct and issued the relevant
warnings and punishment."
"Big Brother will
continue to address any disobedient behaviour that does not adhere to Big
Brother's rules."
M-Net was also asked what sponsors Unilever and LottoStar make of sponsoring a show that continues to cause controversy and does brand damage to their companies by being associated with reality trash TV content.
M-Net told TVwithThinus that "Our sponsors for Big Brother Mzansi are aware of the nature of the show,
however, Mzansi Magic and the show sponsors do not endorse any views of the
housemates."
Unilever in a statement on the Instagram account of Robertsons Spice - which was not automatically sent to media by either M-Net or the Playmakers PR agency responsible for media liaison this season - echoed what M-Net said in response to the media query, and clearly tried to distance itself from the sexual assault victim-shaming broadcast by MultiChoice's DStv.
"The opinions and views expressed in the Big Brother Mzansi season 5 house are that of the housemates and do not represent the views of Mzansi Magic, LottoStar, Robertsons Spice and Chillies Punch. Big Brother house rules are important and are taken seriously," Robertsons Spice displayed on a card on Instagram.
M-Net was also asked whether Red Pepper Pictures and M-Net will be doing any educational session with the participants in the latest Big Brother Mzansi season, as well as for information on what education sessions, if any, the
producers and M-Net PR did with the contestants beforehand to instruct them on what not to do and say.
M-Net told TVwithThinus in response to this question that "We cannot reveal what is planned for the housemates with regards to
production content that will be rolling out over the period of the show,
however, we have taken a strong note of the incidents that have transpired thus
far, which we acknowledge with extreme importance".
"We will follow through with
actions on such incidents in the relevant manner."
All previous seasons of Big Brother Mzansi and Big Brother Naija on DStv have been rife with shocking instances of physical and verbal assault over the past years, had seen contestants admonished and some removed while MultiChoice continues with in-show sponsorship promotion of drinking and liquor, as well as gambling.
