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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

  • StayAwayFromStinky

    If blacks were more pleasant, more people wouldn’t insult them.  I personally avoid them in most cases.

  • HomoSapiens

    I’ve actually had contact with this magazine while working as a fashion publicist. As a gay male, I was quite taken aback to see that the actual cover strap line  on the magazine issue they sent to our office was “Jackie: For Girls and Gaylords,” the latter being one of the most offensive gay slurs you can find in British English. 

    There’s no way that Jackie is actually homophobic, though. I think they are just trying to be “street” by sprinkling English slang on the pages without being fully aware of how these English terms may sound to a native English speaker. The magazine is not aimed at an English-speaking reader in any case. It’s also odd to note that the Dutch for “gay” is “homo,” a word which has no pejorative connotation in the Netherlands. That also took some getting used to at the start!

    I think it’s perhaps worth bearing in mind that the Dutch language does have its own racist and anti-gay slurs, which were not used in the magazine. Also, in Dutch it’s considered derogatory to refer to someone as “black” (zwart). The non-offensive Dutch term is in fact “neger” although this is now falling out of favour. This term is NOT the Dutch equivalent of the “N word” although it sounds similar.

    If you go onto google.nl and search for “neger,” you will find a ton of forums devoted to trying to understand whether this word is now derogatory or not, with the conversation inevitably leading back to the fact it sounds like the “N word” in English, and then confusion over why American rap artists use a word that is so racially offensive and which makes “neger” sound wrong. So, Dutch people seem quite confused about what’s appropriate in both their own language and English!!

    It’s a very unfortunate episode and it’s obvious why people were offended. However misplaced the wording was, the racial stereotyping was inexcusable.

  • Blgarner74

    How can you move on if it is in your face? Psychiatrist may tell you to move on but they also recommend that you remove yourself from the situation also. How can I get past it when the problem is systemic in my country.  Even if is not happening to me at the moment I get reminded of it over and over. A emotional trama victim remembers their trama when they see it happening to others. On an personal bases I judge people as people by their actions but groups are judged by the most noticeable actions of a few in that group, Its not right but it is true. Whites are at a disadvantage because minorities are the unseen (ignored) fly on the wall. Blacks have been servants and maids to whites for a long time, we have been inside you homes lived with your for years and seen behind the curtain. Most whites can not say the same. I have great uncles and aunts that worked for whites in a position of servitude. I have heard many stories from them, some good but many more bad and those have been validated by what has been going on in the world today. So as children many of us were indoctrinated to believe that some whites are ok but most are racist (because of ignorance) and not very sensitive the realities of today because their reality is not the same as ours.

  • Blgarner74

    You are correct about the history of slavery but not the essence of it. African tribes still saw there slaves as human with some rights and still having a place for them in the afterlife. To the African tribes slaves had value. During slavery in America cows, chicken,and pigs where treated more humanly. The tribes did not understand what the dutch (white) idea of slavery was going to do. Vikings had the same system in place, they killed all of the men and took women of other tribes to make their own tribes stronger. The biggiest difference is how these conquered tribes were treated. Why didnt the dutch buy chinese people they had a much bigger supply and they would have been alot easier to control. (due to the subservient nature of chinese slaves) The chinese were not considered the sons of Ham (biblical) so it would have been harder to justify the beast of burden like treatment to the world. The idea of no soul and god made blacks ignorant to be used by the whites was just a clever marketing scheme to make lots and lots of money. As for trying to work together with other races  and cultures I truly believe I have done better than most. I am biracial (black and asian)and bilingual, my children have a hispanic mother. I went to white schools in the white areas of my hometown philly. I have traveled  to several different countries just to learn about what make us so different. I have fought and bled for my country and I try to teach my children that people are people, some are good and some are bad but not to pass judgement on them until you know which is which. I do believe that dialogue is the bridge to understanding my problem is that most people wont take off the mask long enough to get to the truth. How can you truly love, care, or understand someone from behind your mask. (not directed to just you Alicia I have a mask too) As long as there are not equal opportunities given to the “have nots” then problems will continue. looking forward to your reply

  • Blgarner74

    Josh how am I promting racism? You just have blinders on. You contridict yourself in your first paragraph. Why is he african american and whites are just americans. Why the prefix. When did african become an ethinicy and why does it matter if everyone is equal. How does slavery not apply to todays world. The perception of our country is far from the reality. Example- the perception is that there are more blacks then whites prison how can that be if blacks dont even make up 11 % of the population of the united states. Either it is a lie or unfair treatment. Yes/No.  If I am so equal then whey am I 7 times more likely to be arrested and convicted of a crime then the white man that does the same crime. Example- most blacks dont go to college or they dont want to work or they dont love this country. All of those are wrong, most blacks with the real oppurtunity to go to college go and most work blacks work if the job can support the family, most blacks love this country that is we stay here even after all of the abuse and mistreatment. For decades after slavery our cultures have been apart, and must i remind you that up into the late 60’s schools where still segregated. Even after that schools in poor districts did not get the same funding a schools in weathlier districts. My mother was born in 1951 she went to a segregated schools. I went to school outside my district in philly because of desegregation progams still inplace in the 80’s. You really make it seem like a long time ago. I segregate because I have been segregated and not be choice. Nepotism and preferential treatment towards whites has ran rampant throughout our country up until the early 90’s and even now if you look to the people that have real power and money in the US it is not my people. The president is one biracial man in a system full of corruption and lobbyest how does that mean we have gone so far away from racism. Did you not see the protest and listen to the conservatives in our country. Not to mention he spent 1 billion dollars on the campaign.You have to do better that to make your counter point. And I am not a racist. I judge people on an individual bases by their actions. They is no hate speech in my remarks. I dont think one ethincity is better than another.

  • Blgarner74

    True the world has had many societies built on slavery for many different reasons. But how many became slave because of color and are still treated poorly world wide today. None but the blacks. History also tells us the the people with the most money make the rules. Africa is the richest continent in the world by far but the blacks that live their rule very little and that is a still going on today. Although spartacus was born a slave he could still blend in with the people around him.(same skin type) Blacks people could never blend in with a white society unless accepted by them first. Why do many people of today want to bury the past. How do I tell my children whites have held the advantage for hundreds of years but now it does not matter because everything is supposed to be equal? All they have to do is turn on the news and see what the world is really like. Although I was not born into slavery I still suffer from the condition that slavery has imposed on my people, culture and the way I am perceived by others.

  • Blgarner74

    Thanks for letting us know how you feel about it.

  • T Westerhof

    Eling, it’s rather “nigger” that would translate as “nikker”, and that word is that taboo, that some people arealready fully unaware of its existence! 
    “Nigga” however has no counterpart in Dutch, so that has to a Dutch ear NOT the shock value of the -er spelling, and it is indeed more associated with “Urban music” and associated than with race, at least in the case of editors.

    Now the issue is, can a performer showing up way too late, cutting her performance short demand respect from a mag known for its sarcastic tone of voice, certainly if she does not protest against being described in it as “stoned”?  

  • Jjoneluv

    I’m so sick and tired of people trying to act ignorant when they know they’re WRONG. 

  • OaklandD

    No TYPO??? You made a typo ( or maybe it wasn’t)  not the author!!! Nigger and Nigga are two different things or “thangs” Get It? Just like Peckerwood and Wood are different…..  If you can’t tell the difference in your spoken word don’t try to justify it in your written word. You offended a much bigger portion of the population  with your “Nigger” than the author that origanally wrote “Niggabitch” BELIEVE THAT!!!!!!! If you don’t get it don’t try to speak on it, it just sounds like a whiteboy/ girl ( NOT A WOOD)sounding guilty and trying to take the high ground. Either that or your a racist who jumped on the oppourtunity to print the word “Nigger”. Either way your uninformed and out of touch. I respect Niggas and Woods cause we know what we are and we are proud of it. What are you?

  • F U and F your magazine too!

  • Speciallyme

    Just tiring! I’m so late on this. How about basic fact-checking re: her ancestry. Doesn’t event take a second of research. Glad Hoecke made one right decision and resigned. Yes. It was racist!
    What is the racial make-up of the staff? The editor is ultimately responsible but I’m sure if there were black people involved in editing, this may not have happened. What was the reaction like in Holland?

  • Reaction? The foreigners are getting agitated about something Dutch again.
    Some fans of Rihanna were angry.
    Three of the four times NB was used it referred to Hoecke herself, be honest, to her it was normal to call people that as a description.
    More telling was that Rihanna was described as a late and stoned artist, and that nobody protested against that., so that has to be true 😉

  • hercm

    Dutch are pretty racist. right now it’s even in fashion to act racist and blame everyone who are not racist of ”political correctness”. funny how misinformed ppl over the world regard netherlands as liberal just because they legalized weed there. netherlands been selling marihuana as a image building strategic pr-weapon for decades, while blacks, asians, arabs, turks, get shit over them for being not white on a daily basis. its getting old.

  • hercm

    typical dylan roof type of whtiesplainer racist that cant think of anything but panic fingerpointing back whenever someone unmask ur racist nature.

  • Theodoor Westerhof

    You are aware hat you are commenting on a five year old discussion?

  • Goodii2Shoes

    Niggabitch writer and singer. Press remove nigger!lol

  • hercm

    look all the fucks im giving: