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Dutch Mag Jackie Calls Rihanna ‘Ultimate Niggabitch’

In an article published in the latest issue of Dutch fashion magazine Jackie, the magazine offers a little advice on how to dress like Rihanna without looking like the “ultimate niggerbitch.” That’s right. No typo there. Check out the full English translation below:

“She has street cred, she has a ghetto ass and she has a golden throat. Rihanna, the good girl gone bad, is the ultimate niggabitch and displays that gladly, and for her that means: what’s on can come off. If that means she’ll be on stage half naked, then so be it. But Dutch winters aren’t like Jamaican ones, so pick a clothing style in which your daughter can resist minus ten. No to the big sunglasses and the pornheels, and yes to the tiger print, pink shizzle and everything that glitters. Now let’s hope she won’t beat anybody up at daycare.”

Two hours ago, Jackie Editor in Chief Eva Hoeke posted the below apology on the magazine’s Facebook page:

Dear readers,

First: thanks for all your responses. We are of course very fed up over this and especially very
shocked. However I’m glad that we’re engaging in a dialogue on this page — not everybody does
that. Thanks for this. Other than that I can be brief about this: this should have never happened.
Period. While the author meant no harm — the title of the article was intended as a joke — it was a bad joke, to say the least. And that slipped through my, the editor-in-chief’s, fingers. Stupid, painful and sucks for all concerned. The author has been addressed on it, and now I can only ensure that these terms will no longer end up in the magazine. Furthermore I hope that you all believe there was absolutely no racist motive behind the choice of words. It was stupid, it was naive to think that this was an acceptable form of slang — you hear it all the time on tv and radio, then your idea of what is normal apparently shifts — but it was especially misguided: there was no malice behind it. We make our magazine with love, energy and enthusiasm, and it can sometimes happen that someone is out of line. And then you can only do one thing: apologize. And hope that others wish to accept it.

From the bottom of my heart I say it again: we never intended to offend anyone. And I mean that.


Eva Hoeke

So, as editor in chief, Hoeke had no idea that this was offensive before running it and actually considered it a joke? In addition to being blatantly racist, calling Rihanna Jamaican (she’s from Barbados) and actually suggesting that mothers should dress their daughters like her, this article is just wrong from every angle.

According to our source in Holland, Jackie is a well known local fashion publication with a circulation of 57,700 copies per month.

(This all just makes me want  Prosecco and vagina cupcakes. Le Sigh- Shannon)

Last 5 posts by Sherry J. Bitting


    WELL FUCK YOU, I HOPE U CAN SPEAK ENGLISH, if RIHANNA’S a niggab-, then you must be a dog-fucked-b-, you racist disgusting filthy human

  • Mray37

    I won’t ever be visiting Norway in light of the way they think.  They are very cruel!

  • Laylalovesromeo

    I think, although the Dutch genuinely do not like racism and think it is also a very stupid thing, the Dutch nevertheless have come to terms with racist traditions and legacies:

  • Ksamatha

    I have researched the words nigga and bitch in the American

    The American dictionaries do have the word “nigga” as term
    of endearment among African American, and it also give a warning that it is
    offensive when used by outsiders. The word “bitch” in American dictionaries states
    that bitch, use as slang, is a malicious, unpleasant, selfish person especially
    a woman. There was a warning about the use of the word (disparaging and
    offensive, any woman.)  

    Joke is an attempt to amuse or provoke laughter. No one is
    laughing therefore it’s not a joke.

    If research was attempted or completed, Eva knew it was
    offensive. Regardless if the article was intended for the American audience,
    the statement was direct toward an American person.

    I will give my opinion regarding this event. Eva never
    apologize to Rihanna, she apologize to the public. I believe the author and Eva
    use the magazine to express their personal feelings.

    In my opinion usage of niggabitch by anyone is offensive, I
    mean anyone.

  • maggie


  • maggie


  • afro phil

    Rapper Ice Cube was similarily disrespected and referred to as “crack-negro” by one of Sweden’s major TV stations earlier this year: http://afrophobiaxposed.nu/index.php/archive/9-swedish-tv-show-calls-rapper-ice-cube-a-qcrack-negroq

  • Ewrew

    Have you white people lost your mind? I mean, how is it that you can disrespect a womens ethnicity when you know she has influenced nearly every facet of wwhite culture… from her music to our style of dress. Not to mention your basic imitation of our sense of cool; walk, talk, dress, mannerisms… we enrich your very existence, all the while contributing to the gross national product through our achievements in corporate America. It’s these conceits that comfort me when I am faced with the ignorant, cowardly, bitter and bigoted, who *have* no talent, no guts? people like you who desecrate things they don’t understand when the truth is – you should say thank-you, man? and go on about your way. But apparently you are incapable of doing that! ……………..from be cool/edited

  • Chriens1

    First of all here in America Eva we don’t use Niggabitch to describe anything about fashion. If you were smart you would have know that. It was totally disrespectful.  You don’t say things like that out loud that’s something you keep to yourself. The world does not need people with your tone “jokes”. It was not funny at all. 

  • Blgarner74


  • Orlando

    As Editor in Chief do you honestly call this an apology??  This is not acceptable and you let this slip on YOUR WATCH…… I am completely offended and disgusted by this article

  • Noni

    The world is only pissed because a predominantly white country said it. Black people still call each other that all the time, and until that changes, we can’t be pissed when other people use the term.

  • guest12

    So many of the comments here just illustrate how racism is blatant, alive and well in this world. So many here are quite offended that Black people should  even stand up for themselves. and voice their opinions.  It is the general opinion that Black people should put up and shut up why an article like the one in Jacky would even be considered publishable in the first place.
    The article is not about obesity or the mentally challenged,  it is about a racist comment said about someone who is Black, and Blacks should be bold and confident about their response to such a blatantly racist commentary. All those who are downing Black people here for being angry and expressing thier opinion are quite obviously cut from the same cloth as the Editor of the rotten article.

  • guest12

    So many of the comments here just illustrate how racism is blatant, alive and well in this world. So many here are quite offended that Black people should  even stand up for themselves. and voice their opinions.  It is the general opinion that Black people should put up and shut up why an article like the one in Jacky would even be considered publishable in the first place.
    The article is not about obesity or the mentally challenged,  it is about a racist comment said about someone who is Black, and Blacks should be bold and confident about their response to such a blatantly racist commentary. All those who are downing Black people here for being angry and expressing thier opinion are quite obviously cut from the same cloth as the Editor of the rotten article.

  • DANAFOX123


  • DANAFOX123


  • Anonymous

    sorry, i’m done with this. i am african american and your response makes no sense. good luck.

  • a black mans point

    who cares nobody ask you

  • Me

    You people are all so funny.  Oh, and some of you need to learn to speel and others need to learn grammar.

  • a black mans point

    nobody cares what you got to say because your race have been dominated by mine forever thats the reason for the posts good luck at watching your life fade away

  • a black mans point

    nobody cares what you got to say because your race have been dominated by mine forever thats the reason for the posts good luck at watching your life fade away

  • Blgarner74

    We overcame because a lot of whites wanted us free? Are you serious? Do you think that the Civil War was fought over slavery or was slavery just the excuse to stop the secession of the South which would take away most of the economic boost that slave labor gave the country. (The gulf war was about terrorism right?) The south had a cheap labor force meaning they could sell there goods to be processed in the mills in the north for cheap and still make a large profit. The mills in the north could then manufacture and sell for cheaper then other countries. Look it up if you have doubts. Walmart is doing it in China, India and Indonesia in the present day. Lincoln only freed the slaves from the secessionist states. If you went along with the progam you were able to keep you slaves like WV and NC. (all slaves were freed after his death)  Why are blacks called lazy just because we want compensation for our contribution to this country. Without slave labor the US would never have become a global giant it did. Blacks have made major contributions to this country and I dare you to look at how many affluent white families from back in the day had blacks slaves turned servants (the help)  that not only kept the house in order but rasied the children too, meaning you would have to credit the black mothers that raised them just as much or more that the white lady that gave birth to them and then handed their babies over. Do you think you could have pulled whites from there homelands and treated them the same way without paying for it or giving credit to them for what they had to endure. Do you believe enslavement only hurts the person enslaved? I really hope you are too intelligent then to believe something like that. Slavery was a system. It took almost everything from my people and in return left us with a self loathing the world has yet to come to terms with. We have only been free a little more than a quarter of the time that we where enslaved. The Holocaust lasted about 12 years and the Jewish people have had 5 times that long to get over it yet no sane person denies them there right to express their feeling over the horror nor should they and many the communities of world are still trying help them get justice and compensation. Blacks in Africa are still under attack by the “white machine” and recieving little to no help. If the blacks in Africa treated the whites the why they were being treated the white world would be up in arms. I dont think you really understand what you typed. If you have counter points (not angry opinions) reply and we can debate them.
     And one more thing… I do agree with you on the point that PEOPLE SHOULD WORK TO GET WHAT THEY WANT but i am sure you also agree that PEOPLE SHOULD PAY WHAT THEY OWE, if they can.

  • Logick

    I’m black and this is so wrong. But after watching S&M … it’s kinna hard to back Rihana up. So while I can call them out on being wrong for this, I gotta call Rihana out too, cuz they didn’t come up with this out of nowhere. Be careful how you portray yourself! Are they wrong for this? Yes! Is Riri partially responsible? Yes! #just-saying.

  • Blgarner74

    What?? who cares about the percentage and that one percent of the entire American population owned  over 3 million black slaves. If you go by the slave states it was more like 1 out of 3 families owned a slave and those rich white americans hired not so rich white americans to do the day to day running (torture) of the slaves. The reality of it is that alot more then 1 percent ran the machine that oppressed my people, but maybe your right if someone owed you and your woman, sold your kids away from you, raped and breed your mother like cattle im sure you would just let is go and turn the other cheek because that what conservative christians like you do right. History teaches us that whites where sold into servitude also (indentured servants) but they where not treated as animals or property, noone questioned if they had a soul or if they where even human beings to begin with. The way the slaves were treated was wrong and it shames this country and the people who run it. Even if your family did not have ties to our misfortune they sure as hell benefited from them. What would you do if someone stole everything from you and tried to say it was for your own good. what would you do without your cultural identity? What would you do if you had to stop savages with better technology from taking away from you that which make you who you are? Better yet how woud you get it back? Just to let you know I am a Gulf War Vet. (19k) I have sacrificed and killed for my country because I love my country and my countrymen but I am very aware that my country and many of my countrymen do not love me or my people. We are a stain on the honor (I use term loosely)  and integrity (Hah!) of the United States but I here to stay.

  • Rhonjag1

    I agree with you whole-heartedly.  Personally, I don’t know of a single black person who uses the “n” word.  People should realize that the entertainment world does not represent the feelings or attitudes of  mainstream black Americans.

  • Rhonjag1

    I agree with you whole-heartedly.  Personally, I don’t know of a single black person who uses the “n” word.  People should realize that the entertainment world does not represent the feelings or attitudes of  mainstream black Americans.

  • Shelley – Ann Huggins

    Like I said to some dumbass on another thread:
    Your response is so typical of ignorant, racially insensitive Europeans. Whether she (or the magazine) meant it to be malicious or not is not the point. It’s unacceptable to call someone a “niggabitch”, particularly when that someone is black and a woman. Why is that so hard to understand? The word ‘bitch’ alone carries negative connotations. Add the offensive N word and its a double whammy. It’s unbelievable that people supposedly intelligent enough to publish a magazine for mass public consumption don’t realize this.  I’m sure you consider yourself a fairly intelligent person. It is incredible that you’d defend such ill conceived behaviour. 

    Hoeke did the right thing stepping down because her judgment is most certainly impaired if it never occurred to her that such a word may be highly offensive to blacks AND women, regardless of whatever colour they are. 

    Moveover, your idiotic comment proves your ignorance about black urban culture.

    I’m no fan of the N word in any format or environment. However, the use of the word among urban American black youth is an attempt to take the power from that word and empower each other against the
    RACIST use of the N word. When black people use the N word to each other, it is not meant as a weapon of hate.

    When a white person uses it against a black person, on the other hand, what excuse do they have? Its very difficult to use the same reasoning as above. So please do your home work before you come on a public forum and make a jackass of yourself.

  • Rhonjag1

    How do you misuse a derogatory remark?  It is just racist.

  • Shelley – Ann Huggins

    Many countries in Europe get all up in arms when people of colour call them on their racist behaviour. They attempt to silence minorities by making the word “racist” taboo. They find every excuse in the book to deny what it is clearly a racially motivated act, eg the recent segregation in a Norwegian high school and now this silly magazine article.

  • Rhonjag1

    Being a 52 year old black woman, I’m insulted by your notion that I would resort to violence over a glance.  Keep your generalizations to yourself.

  • I agree with Chuck D;

    “Sometimes you cant scream
    from the sewer and complain about getting SHTTD on.Not saying shes there
    …but ,,,sometimes artists go there”

  • /so rhianna actively cultivating the ‘niggabitch’ persona is no biggie? Flaunting money and a self-destructive culture is okay? But someone noting it makes them racist? Educate yourself, peeps.

  • American Blacks still think they enjoy copyright privileges on the term “Nigga’. Welcome to the global community, African Americans, where people use culturally appropriate words to describe thoughts and ideas effectively. 

    When Rihanna doesnt actively cultivate a persona accurately described as thus, then your criticism would be valid. Stop propping up millionaire celebrities and start propping up community leaders.

    I agree with Chuck D

  • Cait

    they should not have used these two words in their publication.. I guess Dutch people are flat-out blunt and ignorant in that way (I’m just saying.. and I’m dutch). However, it is a bit two faced of  people to be offended by these words – in a magazine publication they would NEVER have read and is clearly written by someone who is a bit culturally oblivious – when both words are commonly used  in thousands of american RnB and pop songs.. ?

  • Anonymous

    The Dutch were some of the cruelest slave traders, I can think of nothing redeeming about them. I see wickedness is part of their DNA.

    I think Rihanna response is appropriate, but ad a toilet flush to those NIGGAS at parlour.

  • Shelley – Ann Huggins

    Europeans need an intensive course in Racial Sensitivity! Getting offended because of what you claim to be “two faced” (in other words when people of colour call whites on insensitive potentially racist comments)  is ridiculous regardless of the fact that the N word is used amongst SOME blacks. 

    The reason why its a loaded word coming from a white person is because it it is often difficult to decipher whether it is said with malice or not … hence the backlash against its use among whites. When a black person uses it to another black person it is almost never perceived to have anyunderlying  racist motive, but when its white-to-black, one just never knows.  Afterall, whites who ARE racists are very good at playing innocent when caught in their hate. So if you’re white and not racist its best to just avoid using the word all together because at the end of the day any way you look at it it isn’t necessary to use the word at all.

    With that said, I don’t condone black-to-black use of the N word either . I wish those blacks who do use it would stop, but not because I think they’re two faced but because black-to-black use of the word give racist white people an excuse to tout their “right” to use the word as well.

  • Shelley – Ann Huggins

    You what, I’m not a Rihanna fan at all. I don’t appreciate or care for her oversexualized way of dress or performance. I think she sets a bad example for the millions of adolescent girls who look up to her because of her music. Nevertheless,   I will forever defend her right NOT to be called a bitch or nigga. It’s just so offensive that I can’t begin to imagine how a supposedly experienced, intelligent woman such as Eva Hoeke could allow this to go into print. Then she has the audacity to say it was all a JOKE?!? WTF??? Come on. Does she really think her audience is that dumbed down and stupid? Jeez.


    They could have instead used NigItch… my term, and one that I believe I made up. Now let’s see WHO STEALS IT! 

    When someone gets offended over a word, then it means they are very very thin skinned. I for one can take any word any one throws at me and laugh about it. Grow up Rhianna.. make that dark skin of yours thicker.

  • Dior

    In no way shape or form was this a mistake, this magazine should be BANNED! They are racist, there is no joke in calling someone a N****b****! I was disgusted by this article! Everyone who had anything to do w/ this article and let it get published without rereading it should be FIRED!!! 

  • S

    I’m white (Actually a quarter Indian, but counted as white by most people) and I’m offended by ANY racial slur. “Paki” on a more personal level, obviously, but “nigger” still disgusts me. It’s because I know the connotations of theses words, and they remind me of how I’VE suffered from some. 

  • Tmillner99

    I too was very offended when I read this. Just to think that we haven’t evolved enough as humans disheartens me.

    But on the other hand, girl can sure take a punch!!!


  • Tee4

    While I don’t condone this article in the least bit, I honestly believe that the language barrier may have played a role in proper understanding of slang from our country. While they *may* have understood that the word *nigger* was offensive to us, they may have misunderstood that *nigga*was not a term of endearment as much as they thought.  I mean, what do you expect? They are fans of our music, mimicking our language but not truly understanding it and all they hear is nigga this and nigga that…bitch this and bitch that.

    I’m not passing this off as something that definitely happened because it could have very well been meant as an insult from the little sneaky author…we shall never know. However, there is that possibility that this was what it was…a stupid language barrier and a misunderstanding of the two overused words in our music…nigga and bitch.

  • Shelley – Ann Huggins

    If I wasn’t living in Europe where I’m exposed to covert racism almost on a daily basis (and often from people who like to think of themselves as evolved, open minded and liberal) I would’ve been more inclined to give the people behind this magazine the benefit of the doubt. 

    However, the situation is this: whether the intention behind the ill-conceived use of these words was racially motivated or not or due to a language barrier (which I don’t agree that it was) … does this woman live under a rock? She claims to be so knowledgeable about black American pop culture that she see/hear on the radio and TV, how on earth could she not have known that calling someone a bitch and a nigga in one go wouldn’t be perceived as offensive? I just don’t buy it. It’s not like she’s some naive country school girl. 

    I see far too many Europeans making asses of themselves with barely concealed racism, but when you call them on it they suddenly cry innocence. I’ve seen it far too many times. Moreover, ignorance is not an excuse. For someone in a position of influence and power it is her damn job to ensure the quality of her staff’s work. 

    I don’t speak Japanese, but if I’m doing a piece about Japanese women I’d never dream to call them bitches, much less “squinty-eyed bitches”. I mean, its just not something an intelligent, thinking person would do. As a grown ass woman who is the editor in chief of a magazine targeted at young women you shouldn’t need someone to point out to you that making derogatory jokes about other young women is in extremely poor taste. So why did she think anyone, except those in league with her racist agenda formed from ignorance, would find her calling Rihanna a ‘niggabitch’ funny? 

    Far too many Europeans pull this racist crap ALL THE TIME and expect to get away with it, and when they don’t they act all “poor me”.  Cry me a bloody river…

  • Orikmu

    You are so smart….. You managed to say things I know and feel but could never express well enough….  I am African,  my boyfriend is Dutch, I lived in Flanders and Holland and you are right… Dutch people speak English well enough and they know which English words are racist… I really can’t think of why any mag would even print that article… To me it seems very deliberate…

  • Orikmu

    Where on earth have you been living???  Think before you comment and make baseless generalizations about black men and women… How many black women have you interacted with??? 

  • Gary Seager

    Your characterization of Rihanna is vulgar, racist and extremely reprehensible. 
    If you want to degrade her choice of fashion, fine, but the manner you chose will not stand!

  • Rihanna is a whore

    Rihanna is a whore. Who cares. Call a spade a spade.

  • Anonymous

    Americans are so racist. Calling a nigga and calling a bitch is okay, but niggabitch is racist? This clearly shows Americans have racism deeply embedded in their psyches. Ask any Dutch person what they think about the word niggabitch: they won’t care. As it’s not racist and dutch people don’t care for racism, like the racist americans.

  • some people lol

    You realize that “strAnger” and “strOnger” are two different words with two different meanings, right? do you own a dictionary and/or are aware of how words work? Here’s a mind bender for you, cracker and cracker are the same word with two different meanings! say whaaaa??? how come when country lovers say “honkey tonk”, they mean it in a good way but when non-whites say “honkey”, they mean it in a derogatory way? Do I wonder why dumb ass whites (I am NOT racist, whites are NOT all feeble-minded. Color does NOT equal character) don’t get what blacks view as common sense? Well yes, I do, however I don’t post things about it that advertise my stupidity.

  • Anonymous

    As a dutch guy, I think the term niggabitch is not racist at all, it’s quite funny. It’s like the term dudeguy. It’s hilarious! P.S. I listen to snoop dogg who uses the word nigga all the time.