Jackie Mag Editor Eva Hoeke Quits Following Rihanna ‘Niggabitch’ Debacle

December 20, 2011 | Parlour Fam

Sometimes a joke … is not a joke. Sadly, Eva Hoeke (at left), Editor-In-Chief of Dutch magazine Jackie learned this the hard way in the past 36 hours when she issued the most non-apology-apology for her publication’s decision to refer to Rihanna as a “niggabitch” in their latest issue. After we reported the rundown, Rihanna issued her own response directly to Eva via Twitter that ended with “Fuck You.” Well, it seems that Eva has had it up to here with the mess that her own niggabitchness has created, so she’s decided to quit her job as editor. We got our hands on the press release, here is a translation: Read the rest

Eva Hoeke Quits as Editor-in-Chief of Jackie

Following a recent publication in Jackie magazine, issue 49, a worldwide outcry arose over an article on page 45 entitled “De Niggabitch”, which refers to Rihanna and her style of dress. This word is used in America as slang.

Throughout the various social media there has been an emotional response to this choice of words, as published in Jackie. As a first reaction to this editor-in-chief Eva Hoeke said via Twitter that the choice of words was meant as a joke and offered an apology to anyone who felt offended. This reaction cause further consternation, as Hoeke herself also referred to the term elsewhere in the magazine. In a second reaction through Twitter, Hoeke came to the following conclusion: ‘1. Don’t publish bad jokes in the magazine 2. Don’t pretend as if a bad joke is good. Sorry guys. My bad.’ The response on social media now took on an international character. In a third reaction Hoeke even offered to rectify in the next issue of Jackie. This morning Rihanna response on the article through Twitter. She was furious over the use of the word ‘niggabitch’ and ended her message with ‘Fuck you Eva’. Through social media Hoeke was taunted and threatened in various ways.

Following these events she consulted with publisher Yves Gijrath of GMG. Together they came to the following joint conclusion:  In the interest of Jackie Magazine and all involved she will leave her function as editor-in-chief effective immediately. Hoeke gives the following comment:

“I realize that my first reaction through Twitter, in which I indicated that it was a joke, has been an incomplete description of what me, and also the author of the article, meant. The term ‘niggabitch’ came from America and we solely used it to describe a style of dress. Because of the enormous pressure through social media I was tempted to promise amendment regarding the language in future issues of Jackie. Apart from that I also offered an rectification. I have now come to the conclusion that rectification is not the right solution. I regret that I have taken a stand too quickly regarding an article in Jackie — which moreover had no racial motive at its basis. Through the course of events, me and the publisher have concluded that because my credibility is now affected, it is better for all parties if I quit my function as editor-in-chief effective immediately. After putting my heart and soul into for Jackie for eight years, I realize that these errors  although not intented maliciously  are enough reason for leaving.”

Publisher Yves Gijrath regrets the state of affairs and praises Hoeke’s attitude, who primarily chooses for the credibility of the title, which – as she realizes herself – would have been damaged had she stayed. According to Gijrath there’s no doubt about the intentions and qualities of Eva Hoeke, however he does think this joint decision is the correct one. Hoeke concludes:

“I should have counted to ten before taking unnuanced stands through social media channels. Through this my credibility has been hurt and that neither fits the role of an editor-in-chief, nor Jackie Magazine. Jackie Magazine will invite Rihanna to share her feelings and thoughts on the article in the next issue.”

 

Well there it is folks. Offensive article runs. Editor in Chief offers a half-apology. Artist responds. Editor in Chief quits. I wonder if the response that this ignited globally will make a difference in how issues like this are handled in the future or if Hoeke’s resignation is simply a temporary solution to a deep-rooted problem.

RELATED POSTS

  • Dyfferent

    You are really not doing your magazine any favours.

  • Me

    And I said before that children learn that he’s a guy who’s black because of the soot but that’s what children of my generation didn’t learn so I am reflecting on my own experiences here.

  • Me

    My magazine? I think it’s a tacky magazine and it only has 60 000 readers which is basically nothing so that’s why the fuss is even more frustrating I am just trying to get across they want to go through the dirt because they do feel sorry.

  • Me

    No I am not saying they’re wrong I am just saying just because some black people think it’s wrong doesn’t mean all black people think it’s wrong.

    You could let polls loose on that and they’ll show that a large percentage of black people don’t really mind. But I think it’s good that there’s discussion about it because of course I do understand it that some people could take it as an offensive tradition, so it’s also up to white people to explain that even as racist as it may originally seem they do not intend it this way so both cultures can come to a conclusion and an understanding. (I’ve said somewhere that the soot thing is the political correct explanation that is used these days on kids, instead of the other explanations.. well other I never ever thought about the skin colour atall)

    And I don’t know what Piet that was.. because I can genuinely say: I’ve never heard a Zwarte Piet speak with an exaggerated Surinamese accent.

  • Debbiepe10

    Exactly. And with all the crap some people are going through in this world, you people get your panties in a wad because a white woman had the nerve to say the word niggabitch. 

  • http://pulse.yahoo.com/_CJFW56POIGAN73XSD5LRIGULAA This Horror

    I think that the complaining about “political correctness” comes up whenever people want an excuse to not change their behavior.  I can’t count how many times I’ve heard people in the US complain about having to be “PC” whenever something that they said is correctly pointed out to be sexist, racist, antisemitic, homophobic, etc.  They just want an excuse to not change. They want to act like everyone else is just so overly sensitive, rather than stopping to consider how their words and actions impact others’ feelings.  They want to think that it’s everyone else with the problem, rather than themselves.

    For countries that are not used to addressing race issues so openly, I can see how  discussions like this would be a bit of a shock.  But that doesn’t mean that it’s bad to discuss the impacts of your words.  Before the women’s movement and the civil rights movement, people did talk about gender and race relations a lot less. You could tell a sexist or racist joke and most people would laugh.  But, that doesn’t mean that things were better then. 

    I hope that people from foreign countries don’t look at the US’s willingness to discuss issues of race, gender, etc. as an eagerness to point the finger and call someone racist, sexist, etc.  It’s less about labeling people as “ists” and more about finding a set behaviors and a common language that can make everyone in the country feel accepted and comfortable.  It’s about recognizing certain cultural elements that were inherited from a less tolerant time and trying to change them into something better.

  • Gabrielle

    Good.  She quit.  SHAME SHAME SHAME on her for allowing something such as this go to print.  I don’t care if you are from another planet, any literate person would know that terms such as this are offensive and serve absolutely no purpose.  I passed this on to everyone I know, just so that they can get a taste of some of the European mindset.  Unbelievable!

  • Me

    Well death threats, offenses etc. are kind of bad too. That’s what she’s suffering now. Of course it can’t really compare to other situations around the world, but I made no reference to that so I don’t understand the relevance of my use of a stylistic device in this case to say that she’s not quite in a pleasant situation.

  • Debbiepe10

    Don’t even bother. When they pull the slavery card, you know what time it is. Those are the people who scream racism every chance they get and who turn out to be the biggest racists.

  • Me

    Wait a minute, what are you actually saying? That I live in a country which refuses to discuss issues just because we’re less into being political correct? I don’t see what one thing has to do with the other.. being political correct could also have to do with putting a veil on something instead of addressing the issue directly.

  • Dyfferent

    That weak faux-apology (just google Derailing for Dummies) is hardly crawling in the dirt.

  • http://pulse.yahoo.com/_CJFW56POIGAN73XSD5LRIGULAA This Horror

    I guess the main difference is that elves do not, in fact, exist.  There’s no real, actual history of enslavement of elves. It’s entirely made up and has no basis in fact.

    The same cannot be said for ZP.  I’m sure that kids don’t look at him and think of slaves… because they’re kids.  Adults with a better sense of history and of the suffering that was inflicted on so many people should maybe be a bit more understanding.  There’s nothing wrong with making changes. There’s nothing wrong with saying “I liked this a lot, but now that I know more about it, I feel differently. Now that I know that it could cause others pain, I think it should be changed.”  There’s no reason to cling to traditions with hurtful pasts when new traditions can be made.

  • Me

    …The weak faux-apology as reported here. Difference there. Of course I don’t expect this magazine to have translations of everything the woman said and has been accused of…

  • Anonymous

    well all i can say is that she’s in a hell of her own making. I guess she’ll do better research the next time she writes an article about something in which she knows nothing. Or maybe she won’t try so hard to sound ‘down’ and cool in print. Oh here’s another one, maybe in describing the subject of an article she’ll refrain from calling someone a word/phrase in print that she wouldn’t say to the subject’s face.

  • Me

    Some of the European mindset!? Explain yourself please.

  • http://pulse.yahoo.com/_CJFW56POIGAN73XSD5LRIGULAA This Horror

    I was talking about using the term “politically correct” to mean “overly sensitive”.  And I was talking mostly about people in the US.    I was just mentioning that I understand there might be some differences in perception among people who aren’t used to discussing things so openly.

  • Me

    If she gets a job at all in the future…

  • Anonymous

    slavery card?  did monopoly put out a “Middle Passage’ edition of their ubiquitous game that i don’t know about  :-p

  • Me

    “I was just mentioning that I understand there might be some differences in perception among people who aren’t used to discussing things so openly. ” <– Now explain this line.. since I got the first part. Are you referring to people within the US or other countries as a whole in this case.

  • Anonymous

    Oh, im sure that she knows people in the industry that sympathize with her plight, blame the pickle she’s in on politically correctness, and will give her leads to other employment opportunities in the industry. and from what i’ve read unemployment benifits are better in the netherlands http://www.oecd.org/dataoecd/10/24/29736028.PDF than they are in the states where im at so she’ll be fine.

  • Me

    The reason why people that recognize the connections with slavery oppose the abolition of Zwarte Piet is because they see it possibly only influenced their view of black people positively and also: one should not deny its history. Recently there was a discussion about the image on a carriage which the Queen uses every third Tuesday of September, because it depicted slavery. Some people said it should be removed because it was offensive, others said: that’s exactly the reason why it shouldn’t be removed because if we remove it we’d be hiding our own history and therefore trying to hide the mistakes we made. Zwarte Piet could fucntion that way as well..

  • Torsten Stadler

    By far the best and most reflective poster here. Thanks, “Me”!

    What a drama here…

  • Littbar

    I And  dont  i  know  it, guess  my  sarcasm  was  not  noted  here.

  • Me

    Who would want an editor who has been responsible for the end of a magazine, which will obviously happen. I mean apparently it existed for 8 years already but I never heard of it until today.

  • Littbar

    Does  she  not  have  the  last  say  as  to  what is   printed
    or, does  someone else do that. Then  she  might as well leave
    what does she  do??

  • Casandraf2009

    You saying we don’t have such beautiful women in Jamaica is completely untrue. Jamacia is filled with beautiful excotuc women. I’m personally not Jamacian but my father is. Whenever I go there I see women with vibrant glowing skin. The same with Trinidad. My mom is from there , the women are so beautiful. I think all the Caribbean countries have beautiful men andnwomen. Do not look down upon jamacian people , its people like you that give them low self-esteem and the drive to bleach there beautiful dark skin

  • Phony

    Well stated.

  • Littbar

    Glad   Jamaicans  are  responding. Because  in  case  you  dont  know it  a  lot  of  people  are  offended  that  Rihanna  was
    called  a  Jamaican….So,  I  am  glad  you are  speaking  up.
    Go  back  and  read  the  article  and  the  comments  here,
    and  continue  to  respond

  • IrateReader

    First they insult Rihanna then give a half-apology. Now they want her to offer commentary and help them sell more copies?!

    You people are nuts!

  • Anonymous

    If said editor were deemed unfairly maligned by her former employers and she appeared sympathetic then I’m sure she’d have the support she’d need to get a new job. Now she can write a book on her experience, travel the states on a lecture tour and collect speaking fees until her faux pas is forgotten.

  • Guest

    If said editor were deemed unfairly maligned by her former employers and she appeared sympathetic then I’m sure she’d have the support she’d need to get a new job. Now she can write a book on her experience, travel the states on a lecture tour and collect speaking fees until her faux pas is forgotten.

  • IrateReader

    You don’t get it. How white dutch kids feel about Zwarte Piet is irrelevant. They are not the ones being depicted here. You should concern yourself with how blacks feel  about that depiction. It’s not your face that’s being painted on others, it’s theirs. 

    You inability to see or even understand how they feel about it says it all. It doesn’t even matter if your intent isn’t racist. If you are told that your actions are offensive to a group of people, WHY would you want to persist in doing that? WHY would you dismiss their concern?

    That’s the very essence of racism.  That’s the very reason why there is such an uproar towards this bullshit apology.

  • IrateReader

    Furthermore, there is no such slang word in America. Those who use it mean it as an insult. I think this airhead confused it with France’s NiqaBitches. For someone in the news business, you’d think she’d understand the difference!

  • IrateReader

    Are you serious? If I were Rihanna, I’d tell them to F**ck off again with that ridiculous offer. They insult her and now expect her to help them sell more copies of their rag?!?!

  • IrateReader

    Stop lying. NO ONE in the US uses that word other than to insult a black woman.  I defy you to find a single reference where it isn’t used in a racist and demeaning fashion. 

    And when you come up empty, come back here and apologize for perpetuating that lie.

  • Sailunahunter9

    This is the most racist word I have ever heard outside of a movie dealing with racism. This is an extremely offensive word and it should NEVER EVER be used by anyone especially not by a white person. This is absolutely insane and I am very glad that Rihanna responded the way she did and that the editor quit. This is absolutely horrible and I would hope that nothing like this ever ever happens again.

  • Casandraf2009

    You calling us ” you people ” makes me think your racists yourself. The whole slaverly card thing happened to put a lot of black people in the world back a couple of years. Although I agree slavery has nothing to do with this subject. What is clearly evident is the racist slur that was said against Rhianna . This editor in chief clearly has no idea how offensive the term ” nigga bitch ” is to a black person. With that being she still is acountable for the words she used. To many caucasion people don’t understand that the word nigga is very offensive especially when they say it

  • Ulmyrom

    Neger is as offensive as Nigger. Only the white Dutch people think that it is not offensive. I rather be called black or zwart

  • Snoopy7

    I live in Holland. Dutch people are in general incapable of placing themselves in other peoples position. For example they celebrate St Nicolas on 5th of december. He is a white guy, with Black helpers (that are white people with black face, with big lips, hoops in their ears, and nappy hair wigs). Many black people are offended by it, but the Dutch don’t care, because it is  a tradition” . Also there is a song kids sing around dec 5th, words are: want al ben ik zwart als roet, ik meen het touch goed, which means even though I am black as soot, I mean well. A lot of Dutch are very offended and do not understand why a local pastry (chocolate with cream inside) had to get a name change, due to pressure of black people. it was called ‘negerzoen’ which means n*gger kiss, and they seriously don’t get why that is an issue. The word ‘neger’ which is the n-word, is used frequently in Dutch, and school with a lot of non-white students are called black school. Do you think I am making this up, or exaggerating, I wish I were. Use google, and find out for yourselves….

  • Boboytigasin

    Let’s now beat around the bush. It was NOT an accident and was purely Intentional.  I lived in Holland and unfortunately 3 percent of the people there think like this. Sad that the rest of the GOOD people there are now unwillingly branded as Racist. The Dutch are great people and proud but have a problem with other Nationalities migrating to their country.  The first person who should have been fired or had resigned is the idiot writer.  As the supervisor, she should had controlled her writers appropriately.

  • Ulmyrom

    She resigned because she had no choice. As editor chief she did a poor job

  • Fad500

    Dutch people unfortunately think that of they don’t mean to offend you (and I truly believe the editor did not mean to offend), then you should not be offended. And if you are, then that is your problem. This is very annoying Dutch trait and thankfully they are not all like that. BUT it is the way things generally go. So if black people want to vent that they are offended  by say the cake called negerzoen, meaning nigger kiss, or the Dutch tradition of painting your face black and wear a curly hair wig to be a Black Peter (Dutch Santa’s helper), then the Dutch’ response is just that: We don’t mean to offend, if you are offended, then you are just too sensitive, and that is your problem. 
    It is time for the Dutch to understand, that if someone is offended, even though you did not mean to offend, you should be more sensitive to that person’s feelings….even if you “do not see the problem” 

  • Jonp99

    Well said !!!!!

  • Rubytuesday

    no it is not. And many black people ARE offended.
    And it is not right singing the Zwarte Piet-song”don’t worry my child, i am a good friend, even though i am black as soot, I mean well” song: wees maar gerust mijn kind, ik ben een goede vrind, want al ben ik zwart als roet, meen het toch goed.” Seriously, in the 21st century? How come this is okay, and football supporters are not allowed to sing anything negative about jews when Ajax plays? 

  • Ulmyrom

    Me je bent compleet fout over de historie van sinterklaas en zwarte piet. Doe wat vooronderzoek en blijf niet zo uit je nek kletsen. Je doet precies als de chief editor van Jacky

  • FAD500

    Does the chimney also give Black Pete, the big red lips, the gold earrings, and the curly hair??? 
    PLEASE EXPLAIN THE BIG LIPS AND CURLY HAIR TO ME THEN!
    Come on seriously, everyone knows Black Pete is a stereotype charicature of a black person. It is highly offensive.

  • Mialoedy

    oh fuck you, racist asshole. “slavery card”? being called a niggabitch IS racist you idiot! this is not screaming racism when there is none present, this IS a racist situation. open your stupid eyes!

  • Mialoedy

    don’t EVER tell black people when or when not to be offended by racism, mmkay? got it? good. you don’t ever have the fucking right to minimize racism.

  • Mialoedy

    just what the hell are getting out of trolling this page, constantly minimizing the offensiveness of calling someone ”niggabitch” because it happened in the netherlands? DUTCH READERS were the ones who intially complained! if it wasn’t offensive, no one would have complained in the first place! so don’t even try and get over and make it seem as though the dutch aren’t aware this was offensive, and it’s just americans projecting some kind of oversensitivity about these words in regards to racism onto the dutch. the magazine just didn’t CARE about being racist and offensive before, and now they do because of bad publicity.

     and trying to drum up sympathy for this racist idiot of an editor? are you serious? she’s STILL trying to cover her ass on her way out by saying “niggabitch” is some slang that black americans use, which it clearly fucking isn’t, and that she just innocently and innocuously copied that “slang” in order to use it in her magazine. and her flippant responses and non apologies afterwards?she brought EVERY SINGLE LAST THING THAT HAS HAPPENED TO HER ON HERSELF.

    seriously, GET LOST. 

  • Mialoedy

    just what the hell are getting out of trolling this page, constantly minimizing the offensiveness of calling someone “niggabitch” because it happened in the netherlands? DUTCH READERS were the ones who intially complained! if it wasn’t offensive, no one would have complained in the first place! so don’t even try and get over and make it seem as though the dutch aren’t aware this was offensive, and it’s just americans projecting some kind of oversensitivity about these words in regards to racism onto the dutch. the magazine just didn’t CARE about being racist and offensive before, and now they do because of bad publicity.

    and trying to drum up sympathy for this racist idiot of an editor? are you serious? she’s STILL trying to cover her ass on her way out by saying “niggabitch” is some slang that black americans use, which it clearly fucking isn’t, and that she just innocently and innocuously copied that “slang” in order to use it in her magazine. and her flippant responses and non apologies afterwards?she brought EVERY SINGLE LAST THING THAT HAS HAPPENED TO HER ON HERSELF.

    seriously, GET LOST.