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Screenshot
![With this issue of the Balkans, «Migros Magazine» is causing excitement.]()
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With this issue of the Balkans, «Migros Magazine» is causing excitement.
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Screenshot
![The clichéd representations are seen as discriminatory.]()
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The clichéd representations are seen as discriminatory.
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Screenshot
![Filmmaker Ivana Kvesic makes her criticism public - and gets a lot of encouragement.]()
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Filmmaker Ivana Kvesic makes her criticism public – and gets a lot of encouragement.
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![Recipes from the Balkans were also found in the edition.]()
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Recipes from the Balkans were also found in the edition.
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“From Balkan with Love” is the title of the “Migros Magazine” from June 15th. The weekly free newspaper wanted to discuss “how the Balkans shape our everyday life”. The magazine apparently failed.
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In a Facebook post, filmmaker Ivana Kvesic complained about the content: “The title ‘That’s what they brought us’ is extremely humiliating, and the fact that the magazine deals with five topics, such as the nice taxi drivers, the great football players, the stylish coach braces, the beautiful, colorful flags in the allotments and the drivers who lease the cars. »
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“We didn’t succeed at all at all”
Kvesic criticizes the magazine that only stereotypical pictures of people from the Balkans are drawn – but not what they contribute to Swiss society. Especially in today’s debate about racism and discrimination in Switzerland, she expects that a magazine with such a reach “will also do its job”.
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The post was shared almost 100 times. 250 people reacted to this – now Migros too. «You are absolutely right with everything you say. This special was not as successful as we wanted it to be, »admits the company.
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The issue is meant well, but poorly implemented. The knowledge came only when the magazine was already in the mailboxes. Migros now wants to start a dialogue with Kvesic via social media.
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Kvesic requests official statement
However, Kvesic does not accept this apology. The editors had finally prepared, written and released the content for the dossier. “That means it was a conscious decision!”
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Kvesic is now demanding an official statement, not just a Facebook comment. But none of this can be read in the current issue. (szm)
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