Bridal makeup competitions are a regularly featured on morning shows, but this time the show took it too far.
The Morning show Jago Pakistan Jago has invited criticism over featuring girls with makeup only this time, their faces were darkened. The participants were told by host Sanam Jung and mentors Amber and Farida that they were being presented with a difficult task as they advance in the competition.
What was the task you ask? Turning dark-skinned models into beautiful brides.
Pakistani’s fascination with white skin in general is no secret. From fairness products to shaming people with slightly dark skin is something that we have internalized and do not seem to see any thing wrong with the idea.
The host and the producers of the shows should have known better than to perpetuate such ideas in our society and further the process of normalization of the idea that dark skinned people are not pretty or good looking.
The Pakistani’s online were rightfully aggravated and spoke up about the issue
From what I gather, this was a makeup challenge which raises the question whether making dusky women look attractive is a challenge? We fail to see beauty in anything that does not fit the standards set by our colonists. This is blackface& it is wrong. Hum TV owes an apology. pic.twitter.com/Qfvb1ODx3v
— ق (@brownbasic) March 14, 2018
Omg Amber on jago Pakistan jago is saying the n word then translating to habshi, this is even worse than I thought
— Nadia (@novocainerush) March 14, 2018
https://www.instagram.com/p/BgVFK-zhqhR/?utm_source=ig_embed&utm_campaign=embed_profile_upsell_test
My favourite part is that this show's name is "Jago Pakistan, Jago"
— Qasim (@smqasimahsan) March 15, 2018
The team of #JagoPakistanJago is utterly stupid. So they want to show bridal makeup in dark skinned and instead of having a rational approach- finding girls with dark skin tones, they paint fair girls black. This is a part racial and an insult to dark skinned beauties.
— Beena Bukhari (@BeenaBukhari) March 15, 2018
To sum it up, the producers of Jago Pakistan Jago owe everyone an apology for being extremely ignorant and negligent in airing a show that was so poorly thought out.
While a lot of people have also raised questions for PEMRA, which actively criticizes educational dramas such as Udari, yet fails to restrain morning shows with unauthentic and problematic programs.
What do our readers think about the issue? Let us know in the comments section below
