Viewers took to social media to express their anger and disbelief after the “Detto Fatto” show on Rai offered a tutorial on pushing a supermarket trolley while wearing high heels, instructed women on the most “sensual” way to pick up items dropped on the floor, and offered tips on seducing fellow shoppers.
“Is it 1970? No, 2020, almost 2021,” said one Twitter user.
Many pointed out the poor timing of the episode, aired just before the International Day for the Elimination of Violence against Women on November 25th.
“If this is what public television thinks it should teach women, we are troubled as a society,” wrote another Italian Twitter user.
“As a woman I would not have participated in this farce. As a TV viewer I have mixed feelings: disgust for the show, shame for the broadcaster, anger because I pay the license fee,” commented another.
Many social media users from outside Italy questioned whether the clip was real, or a parody.
The public broadcaster announced it would be investigating how and why the segment was allowed to be aired, after government ministers asked for an explanation from the channel’s management.
“How long must we continue talking about women in a fake, stereotypical way, with stiletto heels, sexy movements, always perfect, mermaids or witches?” asked Italy's agricultural minister Teresa Bellanova on Twitter.
“Obviously I’ve begun an investigation to ascertain responsibility and we are evaluating the future of this programme,” Rai’s CEO Fabrizio Salini said in a statement to the media on Wednesday
He said the segment had “nothing to do with the spirit of the public service and with the editorial line of Rai.”