Mamamia Labelled “Shit Show” As Guest Left Humiliated After Being Called “Super Morbidly Obese”

Mamamia Labelled “Shit Show” As Guest Left Humiliated After Being Called “Super Morbidly Obese”
SHARE
THIS



In one of the media clangers of 2017, mums website Mamamia has labelled a guest on its podcast show as “super morbidly obese” and then pondered: “Can she fit into the lift?”

The clanger, the work of Mamamia’s founder Mia Freedman (below), centred around a podcast interview with American author and feminist Roxane Gay (in main picture) who is in Australia to promote her latest book Hunger: A Memoir of My Body.

Mia_Freedman

Gay, who has gained international fame for talking about her size and battles with overeating, has labelled Mamamia’s exchange as “cruel and humiliating”.

Mia’s mea culpa all began prior to the interview when Freedman decided to post details of the preparations for Gay’s visit to the Mamamia offices.

“A lot of planning has to go into a visit from best-selling author Roxane Gay,” read the description on the podcast episode.

“Will she fit into the office lift? How many steps will she have to take to get to the interview? Is there a comfortable chair that will accommodate her six-foot-three, ‘super-morbidly obese’ frame?”

Screen Shot 2017-06-14 at 7.34.49 am

“I estimate that there were a dozen exchanges back and forth between my producer and her people and the details of them both broke my heart and opened my eyes,” Freedman said.

“Now, I would normally never breach the confidence of what goes on behind the scenes of organising an interview, but in this case, I’ve thought a lot about it and the fundamental part of her story and what her book is about. She writes about it in the book, I’m sure she won’t mind me telling you any of this.

“Her size is incredibly imposing. This is a logistical nightmare for her, there’s no other way to put it. The requirements that we had to go back and forth with her publishers … were extremely detailed.”

“How many steps were there from the kerb to the end of the building? Were there any stairs? How many? How big was the lift and was there a goods lift? How many steps from the lift to the podcast studio?

“There was also a lot of talk about chairs – making sure we had one sturdy enough that would both hold her weight and make sure she was comfortable for the duration of the interview.”

Screen Shot 2017-06-14 at 7.38.24 am

When Gay realised Freedman had leaked the details of the preparations of appearance she was livid, tweeting: “I am appalled by Mamamia. It was a shit show. I can walk a fucking mile.

“Can she fit into the lift?’ Shame on you @Mamamia. It is cruel and humiliating.”

Mamamia has since apologised saying it was “deeply apologetic that in this instance we’ve missed the mark in contributing to this discussion”.

You can read the full apology below:

As a publisher that’s championed body diversity and representation in the media we’re deeply apologetic that in this instance we’ve missed the mark in contributing to this discussion. We believe the conversations sparked by Roxane’s book are vitally important for women to have, and are disappointed our execution hasn’t contributed in the way we intended …

In no way did Mamamia ever intend to make Roxane Gay feel disrespected and we apologise unequivocally that that was the unintended consequence, including to her publishing team who organised the visit and made the requests in good faith. We are mortified to think she would ever believe this to be the case or that we have upset someone we so deeply admire and respect.

As soon as we became aware of her feelings about it, we took down the written post, edited the podcast intro and changed the podcast description to remove all references to the questions asked by her publishers and about details she said she found upsetting.

 

Latest News

First Lady Michelle Obama and President Barack Obama Dance Together at the Presidents Ball
  • Media

Netflix Secures Producer Deal With The Obamas

It seems former US president Barack Obama and former First Lady Michelle Obama aren’t quite done with the international spotlight just yet. The Obamas have officially signed a multiyear deal with Netflix, which will see the power couple producing films and series with the streaming giant. According to Netflix, “The Obamas will produce a diverse […]

How To Spot A Trend Versus A Fad
  • Opinion

How To Spot A Trend Versus A Fad

Nils Vesk (pictured below) is an innovation architect who’s delivered programs for some of the most prestigious organisations in the world, including Microsoft, IBM, Commonwealth Bank and Nestle. In this guest post for B&T, he shows you how to spot a lasting trend that’s not merely just another passing fad…   The importance behind learning […]

Opinion

by B&T Magazine

B&T Magazine
Study: Almost Half Of Aussies Browse Mobile Retail Sites For “Retailtainment”
  • Marketing
  • Technology

Study: Almost Half Of Aussies Browse Mobile Retail Sites For “Retailtainment”

A new study today has revealed that although mobile commerce may have begun as a convenient way to shop on-the-go, it has quickly developed into an entertainment experience for many Aussies. The PayPal mCommerce Index Trends Report 2018 (which you can read in full here) found that two thirds (67 per cent) of Aussie smartphone owners browse shopping sites just […]

by B&T Magazine

B&T Magazine
Why Engagement Is The New Rule Of Content
  • Opinion

Why Engagement Is The New Rule Of Content

In this guest post, King Kong’s head of growth, Sabri Suby (pictured below), takes a look at recent changes to Google’s rankings and how it will affect content makers and the measure of any content’s success… Changes to Google’s ranking algorithm mean that time on a page is valued higher than the number of clicks. With these new rules […]

Opinion

by B&T Magazine

B&T Magazine
Fairfax Media Recruits 20 Trainee Journalists Across All Its Titles
  • Media

Fairfax Media Recruits 20 Trainee Journalists Across All Its Titles

Fairfax Media has today announced the recruitment of 20 trainee journalists to join the newsrooms of The Sydney Morning Herald, The Age, The Canberra Times, The Australian Financial Review, Brisbane Times and WAtoday. This represents one of Metro’s largest trainee intakes in years and underlines the commitment of the mastheads to fostering a new generation […]

Sydney Australia - November 7, 2011. An extreme close up of an American express card issued by the Australian bank Westpac.
  • Media

AMEX Launches Global Media Review

Are there not enough hours in the day? Are you cheek-by-jowl with your co-workers? Well, hopefully you won't win this.

Sydney Water & Republic of Everyone Create Vinyl Records Made Of Recycled Marine Plastic
  • Campaigns
  • Marketing

Sydney Water & Republic of Everyone Create Vinyl Records Made Of Recycled Marine Plastic

Sydney Water has pioneered a way to create records from marine plastics and, in doing so, encourage more people to join the movement of local clean-up groups rolling up their sleeves every weekend to clean plastics, litter and other pollutants from the city’s beaches and waterways. Plastics are collected by volunteers, then cut in pieces […]

Credit Card Compare Names Its First Head Of Marketing
  • Marketing

Credit Card Compare Names Its First Head Of Marketing

Aussie credit card comparison site Credit Card Compare has announced the appointment of Caroline Raffan as its inaugural head of marketing. Raffan (pictured above) has over 10 years’ experience in brand strategy, campaign development, digital marketing, events, public relations, content creation, market research, advertising, stakeholder management, social media marketing, and project management. She joins Credit […]

Why Programmatic Needs To Become A Branding Machine
  • Advertising
  • Marketing
  • Opinion
  • Technology

Why Programmatic Needs To Become A Branding Machine

In this opinion piece, Phil Murrell (pictured below), country manager for Australia and New Zealand at Sizmek, argues that programmatic ad spend needs to move up the branding funnel. When I started in digital advertising way back in 2004, we got our media insertion orders via the fax machine. We relied on that machine to […]

Opinion

by B&T Magazine

B&T Magazine
An Apology To Salmat’s Karen Lewis
  • Media

An Apology To Salmat’s Karen Lewis

Whoops! B&T's stuffed up and this certainly comes with our sincerest apologies for any offence caused.

by B&T Magazine

B&T Magazine
Adland Execs To Be Locked Up
  • Media

Adland Execs To Be Locked Up

Continuing adland's fascination with prison when it comes to charitable causes comes this latest trip to the slammer.

Australian Directors’ Guild Announces Mentorship Winners
  • Campaigns
  • Media

Australian Directors’ Guild Announces Mentorship Winners

Now in its second year, the Australian Directors’ Guild’s (ADG) Commercial & Content Directing Mentorship program announced its next round of eight mentoree recipients. The winners were announced at a special event held last night at FINCH, Sydney and attended by members of the screen and advertising industries. Acclaimed director, and ADG President, Samantha Lang, […]

Diversity Case Study Series: OMD
  • Advertising
  • Marketing
  • Media

Diversity Case Study Series: OMD

One need only look at the Cadbury Favourites chocolate selection to know it has nought to do with industry diversity.

by B&T Magazine

B&T Magazine
Eyeota Deep Dives Into Australian Automotive Purchase Behaviour
  • Media

Eyeota Deep Dives Into Australian Automotive Purchase Behaviour

Eyeota, the global leader in audience data, has today released its latest results on automotive purchase intentions in Australia. The results provide a deep dive into what motivates the buyer and segments those into six different personas.

APN Outdoor Joins The AANA
  • Marketing
  • Media

APN Outdoor Joins The AANA

AANA's annual Christmas dinner and dance got a teensy bit more crowded following this announcement this morning.

QMS Introduces ‘The Lonsdale’ To Melbourne
  • Advertising
  • Media

QMS Introduces ‘The Lonsdale’ To Melbourne

Digital outdoor media company QMS Media has turned on a new premium landmark digital billboard situated in the heart of Melbourne’s CBD. Delivering a commanding presence at the major intersection of Lonsdale and Russell Streets, ‘The Lonsdale’ offers extended dwell times to both vehicle and pedestrian traffic, impacting more than 2.2 million contacts per month. […]

Portrait of a woman looking through out the blinds. Office worker looking through window blinds
  • Opinion

The Lurking Brand Threats Facing CMOs

Treading on gardening rakes and possible alien abduction notable omissions from this CMO threats piece.

Opinion

by B&T Magazine

B&T Magazine
Women In Media Profile: Susannah George
  • Media

Women In Media Profile: Susannah George

B&T is delighted to profile Urbanlist supremo Susannah George who, we understand, is not related to George Brandis.

by B&T Magazine

B&T Magazine
Ikon Lands Avis Budget Group Account
  • Advertising
  • Marketing
  • Media

Ikon Lands Avis Budget Group Account

B&T chooses and recommends Avis and John Karandonis shoes. Hang on, that was the end of Sale Of The Century.

by B&T Magazine

B&T Magazine