MacG, Minnie Dlamini, and the politics of sexualisation and misogyny in media

“Bro, I am telling you, man. There’s got to be something wrong with her; maybe her cookie smells or something. You know this happens, man, it happens, especially with hot girls.” These words, spoken by MacGyver “MacG” Mukwevho on his popular podcast, are more than just controversial—they are a reflection of deeply rooted societal norms that continue to undermine and objectify women, particularly in the media.

In his comments, MacG questions Minnie Dlamini’s ability to “keep a man” and makes a series of crude insinuations about her worth, value, and desirability. Though couched in off-the-cuff humour, his remarks carry assumptions and conclusions that are anything but harmless.

As Riz Ahmed once said, “First, you have stereotypes, and that will be the black drug dealer, the East Asian kung fu master, the Middle Eastern terrorist in True Lies. Then you have stuff that takes place on culturally specific terrain… but subverts assumptions.” MacG, however, does not subvert stereotypes — he reinforces them.

Assumption 1: The Woman is the Problem

The first and most glaring assumption is that Minnie Dlamini herself is the problem. This reflects a patriarchal worldview in which women are often expected to be the peacekeepers in relationships, reliable, emotionally constant, and submissive. When a relationship fails, blame disproportionately falls on the woman, implying that her failure to please or comply justifies the breakdown.

This mindset reveals a deeper systemic issue in which women are viewed not as equal partners but as emotional labourers. They are expected to carry the burden of harmony while men enjoy the privilege of detachment or dominance. MacG, in this case, speaks from a place of entitlement, as a beneficiary of patriarchy. His commentary assumes that Dlamini's perceived “failure” to retain a partner is her own doing, ignoring the agency, flaws, or even abuse that might exist on the other side.

Viola Davis once remarked, “The predator wants your silence. It feeds their power, entitlement, and they want it to feed your shame.” In this instance, MacG’s commentary feeds that very dynamic, silencing and shaming under the guise of entertainment.

Assumption 2: Women Are Defined by Their Sexuality

The second assumption MacG makes is that Dlamini offers nothing more than “her cookie”—a vulgar euphemism for her sexuality. This not only objectifies her but reduces her entire existence and worth to her sexual appeal.

Georgina Campbell has observed: “Within media, the way that women are portrayed—especially young women — there is often a lot of sexual objectification and ‘lads culture’. These are all things that connect with domestic violence.” The constant prioritisation of women’s sexual appearance over their talents, intellect, or character creates a culture where women are not seen as full human beings.

Sexual objectification breaks a woman into parts—body parts to be consumed by the male gaze. This is not a passive phenomenon. It is perpetuated through language, media, and behaviour. In this case, MacG, as a media figure with a substantial platform, furthers the dangerous narrative that women exist for male consumption and judgment.

Actor Joe Manganiello once noted, “I don’t think there’s any such thing as male objectification… That word exists only with women because there are societal pressures for them to behave a certain way and to look a certain way. Someone put it to me once: Women are sex objects and men are success objects. That was interesting to me.” This dichotomy perfectly captures the tension in MacG’s comment—while men are judged on their achievements, women are reduced to their perceived sexual value.

Assumption 3: Shame as a Tool of Control

The third and perhaps most insidious assumption is that “hot girls” often have a “smelling cookie”—an attempt to ridicule and humiliate women by associating their natural bodies with shame and disgust. This is misogyny in action.

This type of comment plays into cultural anxieties about women’s bodies being dirty, unclean, or undesirable. It reinforces the harmful idea that women must constantly manage, alter, or hide their natural state to be accepted. This also imposes unrealistic and harmful beauty and hygiene standards that few, if any, can meet.

Misogyny, at its core, is hatred, contempt, and prejudice against women simply for being women. It thrives in environments where women are shamed for their physicality, their autonomy, and their existence. When media figures like MacG make such statements, they are not just making jokes—they are participating in a larger culture that devalues women based on their appearance, reinforces rigid gender roles, and normalises gender-based humiliation.

Patriarchy, in this context, seeks to control women’s bodies—imposing beauty ideals, regulating autonomy, and upholding objectification as the norm. As these standards are internalised, they lead to real-world consequences: body image issues, low self-worth, and emotional trauma.

Conclusion: Words Matter—So Does Accountability

MacG’s comments about Minnie Dlamini were not just offensive; they were revealing. They pulled back the curtain on a mindset that still permeates too much of our media and public discourse—where women are blamed, sexualised, and shamed with impunity.

This is not about censorship or cancel culture. It’s about recognising the power of words and the platforms they’re spoken from. Media personalities like MacG influence thousands, if not millions, and have a responsibility to lead conversations that do not reinforce misogyny and harmful gender norms.

In today’s world, where gender-based violence is a national crisis in South Africa, normalising such objectification is dangerous. It teaches boys and men that women’s value is tied to their sexuality, and it tells girls and women that they are disposable if they fail to meet impossible standards.

This is why public accountability matters. It’s not enough to dismiss these statements as “locker-room talk” or jokes. We must interrogate them, challenge them, and demand better, especially from those with influence.

In standing up to these narratives, we honour not just Minnie Dlamini, but every woman who has ever been reduced, blamed, or silenced. And in doing so, we take one step closer to a more just, equitable, and respectful society.

Professor Boitumelo Senokoane is a professor at the University of South Africa. He writes in his capacity.