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

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.

Last 5 posts by Parlour

  • Basil Johnson

    Go back to Russia and PLEASE tell them to come to 125th and 8th Ave,or Nostrand and Fulton in Brooklyn and I dere them to stand ther and say “nigga” RFLMAO!!! 

  • Karen

    I am a white woman and American and never heard that in the USA.  I have lived all over the country and also out of the country.  No one in our country uses that SLANG, whether black or white.  It is totally disrespectful!  Especially to someone as talented and beautiful as Rhianna.

  • Karen

    Yes Frank I agree she resigned and she is sorry.  I have been to Amsterdam many times and love it , full of love and good people. I hope Rhianna reads this and knows she is truly loved .  Let us all just have peace especially after Christmas. Peace out

  • LoVe

     Yep, you’re right.

    You sure speak in general terms. Not to say short cuts.

    That’s very obvious.

  • Simone

    I know that I am late to this discussion, but I have to take issue with several things that you have said and to make a larger point about the article.

    1) In my opinion, ZP is not a positive image for children.  I think that it gives children the impression of black people as “happy servants” of white people.   In the US, we had decades of this stereotype of the “happy” slave or maid.  The inference is that black people are happy in their subservient role.  This is not an example of people of color as equal to whites.  As you pointed out, children are not able to make such subtle distinctions.  They are however, able to use these images from childhood as the basis of their views of the larger world.  In fact, that is what all of us do.  A large part of what we believe as adults is based on what we are exposed to as children.

    2) As a black woman, I am offended by the article, not just because the term “niggabitch” but by other aspects that make it sounds as if all black people are “ghetto” and/or violent. 

    I understand that many people outside of the US rely on popular media to form opinions about black people in the US.  I, for one, am tired of working against the stereotype of black women as promiscuous, violent, or subservient.

  • Joaopstavares

    hello from Portugal… in all part of world bitch is ofensive…

    in portugal is racism if you call black and respectful if you said “negro”, but I know that in America is the opposite! it’s culture… it’s something like a bad and stupid thing going to Dutch saying Nazi something… the colour doens’t matter the respect is the most important here! Whitebitch or Niggabitch is offensive for someone with two fingers of head … and isn’t sound from someone who is professional… a sad story… Rihanna ignore the fact you and every single person… it’s a shame exist racism in nowadays!

  • Sam

    First of all, I don’t like the magazine Jacky and I think it was an error to place the article.

    I do have to say that this is a Dutch magazine and relates to the Dutch culture. This does not mean that they should not respect others, but in the Netherlands you are free to offend people. It is part of the freedom of speech.

    While the term might be strong in other areas of the world, in the Netherlands that is not the case for the majority. If any Dutch person would feel offended, it would be due to abroad cultural influences. There is no problem in saying the F*, S* or other swearing on TV. Dutch have no problems with nude on TV nor would a bare breast be shocking in a TV show. We can call people black without it being racist. There is a difference in skin color, that is a fact. Black does not refer to ‘bad’ or racist in the Netherlands. It is not even different, white is white, black is black, yellow is yellow.. no other means. This does not mean that the Dutch don’t respect the issues that foreign cultures have with the bias on ‘black’.

    N* does not relate in the Netherlands to a painful history (even though the Dutch had a negative role in it) and the word is used between black people all the time. In Dutch standards it would be racist if a black person is allowed to use these words and white people can’t.
    Morgan Freeman ones said wisely that if white people stopped calling black people black, and the other way around, it would be a good start in stopping racism. In the US culture with the US history, that sounds right. In the Dutch culture there is no bias on black or dark people. We are all people and we are all different but equal. Ignoring and putting claims on the differences is racism, not the acceptance of being different.

    Funny that the “Race” in Racism in Dutch is not even used for humans. There are different races in dogs (breeds). In Dutch there is only 1 Human Race that includes all variations of skin color, belief and origin. The Dutch culture and language see the Dutch, the Africans, the Chinese, and all other humans as the exact same race; the human race.

    For the relation to Sinterklaas.. This is a cultural event from a long time ago. Both black and white people see no racism in this. Yes, it celebrates the birthday of a holy saint who gives presents instead of getting presents. He is accompanied by helpers that have a lot of respect. These helpers are black indeed. It does not refer to slavery in any way nor is there any negative association with them. Kids tend to be scared of the white saint and the black Piets comfort the children and give candy. Only influences from foreign cultures think it is racism related.

    Coca Cola liked the idea and took the controversial and Christian parts out and turned it in to your Santa Claus. Is Santa Clause making amok about small people since he has elfs working for him? No? That is similar to Sinterklaas with the black Piets.
    Each year there is a discussion on racism about this, but this is again mainly coming from foreign influences and people trying to claim a special position based on racism. The people that got arrested in the youtube video when protesting against black Piet were harassing children at the celebration. Polices requested them several times to leave since there were a lot of complaints. They refused and started a scene. Then they got arrested for public disorder.

    The story of (Dyfferent) a black woman not allowed to play Sinterklaas is total BS. Sinterklaas is always played by an old with man, preferably with heavy voice. I can’t remember Santa Clause being a slim woman in the US, regardless of the skincolour. The role of Sinterklaas is never drawn from a bag, it’s always picked on likeness.

    The Dutch used to be tolerant a long time ago. This resulted in a very multicultural mix of people. This multicultural mix was thought as enrichment of the local culture but ended in a lot of issues with different cultures. One of the issues is the complaints of foreign cultures with black Piet.
    Other cultures are welcome but the Dutch turned less tolerant when foreign cultures started to put a big pressure on the Dutch culture. Now the Dutch are not so tolerant anymore. But we are very multi cultural. I’m black (100% Dutch), I have white friends, asian friends and Northern African friends. We all mix, go out and do stuff together. That is normal here. I know that in the US the different ethic origins tend to stick to gether and don’t mix a lot. Hispanics with Hispanics, blacks with blacks, Italians with Italians, etc. Over here there is a lot more mixing. Also in relations, my wife is white and is from the UK. Skin color is no issue at all here nor origin. Religion is an issue here. Muslims are having a hard time since a few muslims put a lot of pressure on the Dutch culture. Also since the publications of abuse within the Catholic Church, there is pressure on believes in general.

  • Ben

    lol what bulls***. “niggabitch” is not and has never been a slang term in America, but I would say the image that comes to mind when I think “niggabitch” is exactly how Rihanna markets herself.  She constantly panders to thug and hip hop culture, and she wouldn’t be anywhere if black america didn’t think she was a “real nigga.” As for the bitch aspect, she likes to play the victim in her interviews with old white ladies, but in all her songs she’s VERY proudly proclaiming to be a stuck-up spoiled shallow diva, which fits my own personal definition of “bitch” almost perfectly.  
    This one article perfectly illustrates the racial hypocrisy amongst blacks in America. She cries about being called “niggabitch” as she heads to the parlor to get “thug life” on her knuckles lmao. 
    The sad thing is, to illustrate the racial hypocrisy amongst whites in America you’d need a whole rainforest worth of paper or a billion terrabytes of data, and that still might not even get you to 1776. 
    hahahahaha fuck this country

  • Yo

    I am an Black American living in Holland for over 10 years and let me tell you that I have NEVER and I mean NEVER come across a blatant racist. I have never been called out of my name. I have never been treated with disrespect based on the amount of  sun my skin absorbs. The term used in this magazine is NOT used in the Netherlands among the average, everyday people and especially the well traveled and educated ones.  Please don’t let the fact that idiots at some magazine printed something foolish form your opinion on an entire nation. Just as we don’t want to be judged as a unit for what other Americans and  Black ones do,  give the Dutch the same consideration.

  • Kate

    In America, calling someone a n***** (let alone a n****bitch) is offensive.  You will never find someone who fought for their basic rights to merely sit where they want, swim in a public pool or use any bathroom they choose use this as slang (especially as a style of dress). This  words purpose since colonial times has only been used to refer to a whole race as less than people. Plainly put, here in America its not slang its just racist.

  • Michelle_piggee

    P Lease..the young people may use it as a way as an affectionate name of endearment BUT I surely have not heard them use how the magazine claimed African Americans or Black people use it. The word was use to describe lady slaves and your friend was tryn to be cool unless he is dumb to facts of the pass.

  • Ambitiousone37

    Eva Hoeke is jealous!

  • Khawley

    Good for you. Live there long enough, you’ll get your turn.

  • Jackie Ayres

    Yeah, say that as if it wasn’t easier to suffer racism in the USA, the country of racism!, than anywhere else in the world. Such a joke!

  • Sana Lei

    “Normal” American’s what does it mean to be treated like that? If you look at the history of America these sub cultures are being treated like any other “labeled” culture of Americans have been treated for centuries, minus that of Indigenous People (aka Native Americans) and Black’s (aka African Americans). After WW2 just like Muslims, Asian’s whether Japanese or not were side lined, stereotyped, and ostracized. The Mexican’s treatment is one that is original, but not really, in that it base hits on citizenship rights and whether a group of people ,not because of culture but because of lack of documented citizenship of their parents, should have the RIGHT to be considered Americans. I am not saying it is right to treat American citizens as Non – Americans because of cultural differences, because it is not; however their is a history rooted in why certain groups are treated in negative terms and in all the subculture groups to choose from; the two in which you chose do have historical American reasons for why they are treated in the manner in which they are.

  • alasia min

    Wow they called her the n word and a bitch. No professional article should ever refer to a woman that way. I’m sick of women being referred to as bitches as if it’s positive anyways.

  • alasia min

    Wow what idiots thumbed you up