Digital media giant BuzzFeed has issued a public apology following backlash over an offensive Instagram post targeting Michelle “Chelley” Bissainthe, a contestant on season seven of ‘Love Island USA.’ The post, made by BuzzFeed’s food vertical Tasty, included a deeply problematic suggestion for Bissainthe’s breakfast.
Problematic ‘Breakfast’ Suggestion
The post, which aimed to playfully list breakfast ideas for each ‘Love Island USA’ contestant, suggested for Bissainthe: “a bowl of fruit, Goldfish, and a knuckle sandwich.” This phrase, implying violence against the Black reality star, immediately drew criticism from fans and Bissainthe’s own social media team.
Bissainthe’s team responded on Instagram, calling the post “disturbing, disgusting, and unacceptable” and highlighting the reality of implicit bias rooted in antiblackness and violence. They stated, “We will not accept a narrative in which Chelley deserves violence.” The original post was quickly deleted by BuzzFeed.
BuzzFeed’s Apology and Case Study
Following the incident, BuzzFeed published an apology written by two Black staffers. The outlet framed the apology not just as a response to the Bissainthe incident but as a “case study” for workplaces on how to address offensive behavior. The post acknowledged the deep hurt caused to the Black community, both internally and externally.
Steps Towards Improvement
The apology outlined 11 steps for companies to take when they fall short, emphasizing genuine apologies, listening to audiences and employees, and actively working to “promote Black joy” and “protect Black women.” It included anonymous quotes from employees expressing disappointment and a loss of trust. BuzzFeed stated its aim is to steer the organization towards greater inclusivity.
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