In the video, the makeup artist explains how to hide traces of domestic violence and demonstrates how to effectively apply concealer and foundation on bruises. While the artist is applying cosmetics on a woman’s fake bruises and marks, she and the host casually make the following statements, among other advice:
Make sure to use loose powder to fix the makeup, so if you have to work throughout the day, the bruises don’t show.2M is Morocco’s national TV channel owned by the Government of Morocco. According to 2M TV's website, they wish to promote gender equality and the deconstruction of gender stereotypes in their programs and policies. 2M even has publicly available guidelines in which they acknowledge the national channel’s impact on Moroccan society and commit to value and present women’s image in a way that advocates for gender equality.
After the beating, this part is still sensitive, so don’t press.
We hope that these beauty tips help you carry on with your normal life. (The Washington Post)
The show aired two days prior to the UN’s international day for the elimination of violence against women. Apparently, Sabahyate’s decision makers thought it would be timely and appropriate to broadcast a tutorial about hiding traces of violence. However, as soon as the segment was posted on the Internet, social media responded rather virulently. Moroccan people, as well as others, wrote outraged Tweets and posts. More than 3,000 people signed the Change.org ‘Don’t cover domestic violence with makeup’ petition that was launched in reaction to the segment. The petitioners wrote:
As Moroccan women and as feminist activists in Morocco, and in the name of all Moroccan people, we denounce the message of normalization with violence against women.Two days after the show aired, on the international day for the elimination of violence against women, 2M released a statement on their Facebook page. The channel thanked the citizens who showed their vigilance through social media and explained:
Management believes that this segment is completely inappropriate and displays a lack of editorial understanding due to the sensitivity and seriousness of the subject of violence against women.Considering the media’s influence and role as a national TV channel, it is somehow comforting to see that 2M reacted quickly and issued this apology statement – or 'clarification' as they named it. It is also somehow uplifting to witness social media’s force as a positive tool to denounce this type of insidious message. Perhaps this internet buzz could lead to more awareness about the issue of normalized violence, in a similar way to the Salvation's Army's ad campaign in which they used the Dressgate buzz to condemn abuse against women (more on this in this blog post).
This approach is in total contradiction with the editorial identity of the channel and […] the commitment of 2M for 27 years in favor of the defense of women’s rights.
Violence against women and domestic violence are sadly common phenomena. In Morocco, a 2015 national report found that almost two out of three women have suffered from gender violence. Of these two-thirds, 55% reported conjugal violence. In the US, according to The Huffington Post’s statistics, one in four women will be victims of severe violence by an intimate partner in their lifetimes, and a woman is beaten every nine seconds. These shocking statistics highlight how critical it is to raise awareness, to reject violence in any form and to take action. The makeup tutorial made violence look like it was an acceptable part of a woman’s everyday life. The show’s promotion of concealing bruises contributed to victim-shaming instead of blaming the person responsible for the beating. The video made it seem normal to camouflage bruises as part of a beauty routine. It is absolutely not normal and should not be presented as such.