We’ve come so far, yet obviously not far enough. According to an article on Parlour Magazine, Dutch fashion magazine Jackie thought it would be funny to offer its readers advice on how to dress like Bajan princess Rihanna without looking like, what they described as the “ultimate niggerbitch.”

Pause for dramatic soaking in of the ignorance

A quick translation of the article reads:

“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.”

Excuse me? “Niggabitch.” “Ghetto ass.” Even a journalism newbie could find more appropriate ways to “joke” about Rihanna and her style without being blatantly racist and offensive. Also, do Jackie readers even listen to Rihanna in their office, because Jamaica and Barbados are two totally different countries. Google much? Where were the folks who were supposed to be doing the editing and approving, how did this slip by them?

Clearly somebody dropped the ball and after the uproar Jackie Editor-in-Chief Eva Hoeke decided to post an 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

I’m sorry, but anyone calling themselves an “Editor-in-Chief” should have the good sense and moral integrity to know that in 2011 calling anyone, famous or not, a “niggabitch” or any other offensive and derogatory name is simply not okay and to refer to it as a joke just shows you what their stance really is.

What do think about the article?

  • grace

    NOT OKAY!!

  • MarloweOverShakespeare

    From the Dutch to the Clutch….

    Gotta ponder this excuse for a bit..
    “You hear it all the time on tv and radio, then your idea of what is normal apparently shifts.”

    Unless you’re listening to Pandora radio, regular analog stations censor the word “nigga.” As for tv, its either censored or featured in scenes depicting a certain era, Boondocks, or late night recaps of Katt Williams standup. But this is America.

    What kind of censoring takes place over in European media??

  • d_nicegirl

    The editor in chief should be fired not for being racist, but for lack of judgment.

  • bertamae

    Yes they are dead wrong.but what do you expect when we have our own people using this type of terminology on a regular basis. Now if we were not out there polluting the atmosphere with the stupid argument of “We can say it and they cannot”- then they would not have a leg to stand.

    This stupidity has got to stop – this word cannot be reimagined. It means one thing and one thing only.

  • bertamae

    Also, I used to live in London and the owner of the production company was Dutch- not to paint everyone with one brush. But they are a people who are known to have quite a distaste for black people. just some food for thought

  • http://www.thelauryndoll.com Lauryn Doll (@DulceDeLauryn)

    I’m half and half. I can’t really bop my head to “N*ggas in Paris” and every other rapper and friend or family member using that word, and then abruptly get pro-Black and anti-N word use just because this was awkwardly used in an article…. nevertheless, all you can do is move forward. If we want to censor its use, maybe we need to consider censoring it from “our own” first?

  • Ms Yola

    Everybody is not a Rhianna fan…Basically that is what it boils down to obviously….She has pissed off somebody in the media…..No I dont like the comments because Rhianna is a great artist. But she need to slow it down fast…The rebellion attitude is far from attractive that will draw enemies in the business. We need to pray for her for real :/

  • Megan

    So if white media doesn’t like a black woman thats ground to call her a niggabitch? I didn’t used to like Rihanna but in the end she’s doing what a lot of women my age are. She’s doing what she wants, she’s wearing what she wants, and doesn’t care. She’s getting to know herself. So now that I understand her, I feel bad bc she’s just like the rest of us. And everyone is sitting behind their computer screens judging a young black woman trying to get to know herself. But no one judges Lady Gaga. She’s ‘creative’ -_-

  • QON

    …for all those sistas who think Europe is some post racial paradise.

  • jamesfrmphilly

    these people know re re personally?

  • NaijaAnon

    Didn’t Rihanna just use the N word in reference to herself in one of her tweets you posted on this website today? If she is OK with referring to heself using such words then why should there be any outrage when others follow suit?

    If there’s anything to be offended at in this article, it’s the closing line in the translation which states “now let’s hope she doesn’t beat anyone up at daycare”. I’ll leave it up to you to read meaning into that one…

  • iQgraphics

    Rihanna runs around with a necklace that says “CUNT”

  • apple

    if they had said niggabitch i would have been like wow they are so oblivious and stupid but then when they went on to “ghetto ass” and her “beating up someone at daycare” then i realize they have lost they damn mind.. you can defend this if you want but this is racist because i can’t believe people are this stupid

    i hope they fold.

  • http://www.facebook.com/Jackie.Magazine?sk=wall&filter=12 D. Brown

    Eva Hoeke is one of the worst liars ever. After some people complained about the word on Twitter, she told them that it was a joke and if they were offended they lack sense of humor. Great Editor in Chief don’t you think?

    In the written apology she says that she thought that the word niggabitch is widely common because she hears it all the time on radio and tv. Obviously not true…but the real question is: Doesn’t she, as an Editor in Chief, have a responsiblity to educate her readers by not using such a racist way to describe a clothing style even if it was one? Mind you, this is an article about young girls! Great food for thought for the little black girls that read this magazine…

    What’s even worse…She says that this article “slipped” through, while she uses the word niggabitch 3!!! times herself in a column that SHE wrote at the end of this issue!

    But you can’t put the blame on her or her writer…”And then you can only do one thing: apologize. And hope that others wish to accept it.”

  • isolde

    I’d be willing to bet money that “Jackie” magazine hasn’t referred to Lady Gaga as a “freak b*tch”, even though she described herself as such on “Bad Romance.”
    And, I’m just loving all of these apologists grasping at straws and trying their damndest to make excuses for why it’s ok for white people to refer to blacks as ni99ers. Carry on with your training, plebes. Whitey thanks you.

  • BlackDutchDude

    “And that slipped through my, the editor-in-chief’s, fingers.”

    That could be true if it wasn;t so that she herself used the same words further on in the same issue. Calling her dressstyle when she was younger the “niggabitch”style….(page 129) So apology not accepted. Furthermore her first response was that people who took offense are extremly sensitive on the matter…

  • Water

    As a journalist, I find this to be completely unacceptable, disgusting, and enraging. Not only is the basis of this article obviously RACIST, but as journalists, it is required we follow a Code of Ethics that CLEARLY state that we should never publish anything that may have the ability to perpetuate a stereotype toward an organization, a group of people, a nation,…whatever. Not to mention that the heinous reference used toward Rihanna isn’t funny and has a HORRIBLE, degrading, offensive historical context attached to it. This “Editor in Chief” needs to be fired IMMEDIATELY and flooded with educational letters, emails, WHATEVER, explaining to her how unacceptable, offensive, and hurtful her publication’s article is and will ALWAYS be. Her watery-ass apology will not cut it.
    Post Script: These dummies don’t even know what country/island she’s from!

  • binks

    This was way over the top and blatantly racist a few people need to be fired, no ifs ands or ghetto butts about it *rolls eyes* and the excuse that well black people use the N word or you hear it on such and such my response would be…”AND”? I hear and see a lot of people say and do things they shouldn’t that doesn’t mean I think it is okay and follow in tote behind it all these excuses need to stop

  • B

    Why are we constantly surprised by the racist ish that comes out of our European and European American sistren/brethren’s mouths? Why?

    And for all of those commenters above–you know who you are–who seek to blame Rihanna or her generation for this kind of stuff, you guys/ladies are part of the problem and exactly part of the reason why white folks think they can get away with saying ish like this: they know we, black folks, will just turn around and blame each other instead of blame their racist a$$es). Isolde, good comparison, btw!

  • TheBestAnonEver, Part 2

    Re the apologists: just once I’ll like to read one of these articles and not have people trot out tired ‘some black people do it too’ arguments. The sheer stupidity of that argument is making me lose brain cells.

  • sweetpisces

    ” because Jamaica and Barbados” – i was about to comment on that as well, don’t mix Rihanna with JA. Anyways, I feel like this was mainly to for publicity cause I had no idea who they were until Clutch brought up this article.

  • Fortune Dane

    We can’t have it both ways when it comes the word nigger or nigga(s). You cannot use it how you please when you please and not for anyone else. It’s sad to see the generation before us cringe when they hear the kids on the bus, train, in movies, on cable and in music use it so freely. Slavery may have been abolished but it’s literal purpose still lingers today. Anyone who says its just a word needs to check with the living elders of their family or check the family ancestry to get a incling of what your blood has gone thru. Where is Rihannas response to this issue?

  • fuchsia

    Hell NO!!! Rihanna tweeted that editor and let her have it. She is not amused whatsoever. The editor is obviously racist who doesn’t know anyone of color if she has to get ques from music and media. She should have known better than to use that type of language or let anyone on her staff use that language regardless. That’s why every white person in the year 2011 needs to have at least one black friend to run shit like this by before they get in trouble.

  • CD86(CaliDreaming86)

    I simply don’t feel one way or another about it.

  • howApropos

    Hmmm, a Dutch rag shouldn’t be a deterrent for black women who are into global traveling.

  • African Mami

    The article is a manifestation and direct result of black people being very comfortable in their own skin call each other the n-word. If you want to gain respect, from other communities, stop the use of the n-word completely! I did not even surmise to read the entire article. There is no point. Common should read this, I would want his response to his sudden use and embrace of the word. Stop use of the n-word! Fullstop!! It is not cool, it is not nice, it’s rather ignorant and shows how stupid as a people we are for embracing it!

  • Beautiful Mic

    Good point!

  • E.M.S.

    How completely and utterly unprofessional. It’s bad enough the author was foolish enough to write the article in the first place, but the Editor-In-Chief is also a disappointment. How on earth does any logical person allow that garbage to be published?

  • BeautyIAM

    I thought I was the only one.

  • Tweed12

    “Pause for dramatic soaking in of the ignorance” LMAO So on point!

  • AustralianGirl

    I just googled it…. thats disgusting. Do you think record execs forced her to wear it for ‘publicity’? She looked quite unhappy in the pics.

    Didnt she collapse from exhaustion recently, because she was being worked to hard?

  • Strategic Ambiguity

    Actually, I’m surprised that others are surprised at their language and perceptions other Africans and their decedents. I think this “surprise” may be the result of misplace “negro assimilationist fantacies” wherein the world for “black” people would suddenly change if they could get the caucazoids to love them. Such thinking, although misplaced, has been the dominant assumption of “black” people for centuries. Hence, the words of the magazine are only echoing the viewpoint of the average caucazoid the world over. Lastly, the reactions from the “blacks” arguably reflects those of a hyper-sensative and reactional negro. Just a thought, instead of crying about a particular comment, why not try boycotting those that advertise with them and well as boycott the magazine itself? Oh yeah, assimilationist negros refrain from participating in actually change. (note that Civil Right Movement of the 1960′s does not count because of its assimilationist orientations).

  • Strategic Ambiguity

    You are greatly mislead if you think that racism towards AAs will stop when AAs stop using the “n-word.” As if the racial problems of the world can be solved or impacted by AAs refusing to use the “n-word.” Such thinking is dangerous because it takes away from society any responsibility for the current makeup of the society. In other words, it simply blames the victim for his treatment, which is in line with the “assimilationist negro fantasy” of merging with his aggresors. The “n-word” is not the problem, but white supremacy is.

    Carry on, peasants.

  • edub

    That makes three of us.

  • isolde

    Yeah, what Strategic Ambiguity said.

    And anyway, really though, what popular rapper and/or pop culture blacks are casually referring to black women as “ni99ab*tches”? Who? What? Someone’s gonna have to pull a damn good receipt for me to even entertain this notion that the staff at “Jackie” sourced this name ( “ni99ab*tch”), being used in this context, directly from blacks.

  • Isis

    Its messed up but how can we be mad? Turn on a rap song and they say the exact same thing about blk ppl and women. Ughh ur not gonna get something from someone u dont give yourself. Im tired of blk ppl complaining about white devils but have the exact same characteristics. Its laughable

  • I`am not MAD

    Just Another Case Of Shooting the messenger.Here`s Hope for a better new year.

  • QON


    I live in the UK. Why do I need to discourage black women from travelling? Just dont think that the grass is greener on the other side. In my experience the US and the UK are miles ahead of their counterparts when it comes to race relations. I say this as an American with lots of privilegdes. An African migrant for instance have completely different experience than me with my blue passport and American dollars and American accent.

  • howApropos

    With so many articles out about how foreigners treat American black women, I hardly doubt that you’re talking to children.

    Thanks for the warning, now moving on…

  • Lisa Lisa

    I blame us. Check out youube every other video is a black girl with her ass up. I was out and noticed everyone wanted to take a photo in the famous kim k booty pose… we have to understand that YES this is offensive and racist but what role do we play in these perceptions. Sterotypes dont come out of thin air…

  • Afrostyling

    Yeah whatever.

  • Clnmike

    “She has street cred, she has a ghetto ass and she has a golden throat.” Who are they talking about cause it does not sound like Rihanna. And this right here, “you hear it all the time on tv and radio, then your idea of what is normal apparently shifts —”, and thats why the word needs to be banned.

  • Akosua

    Yup me too.

  • Akosua


  • sli

    What’s so funny?

  • JusAskin

    Just asking: What if the article’s author is a Dutch Black Hip Hop aficionado. Would that make a difference to each of your’s response to the article? How?

  • Fa

    That’s kind of sad.

  • iQgraphics

    No, I don’t think she was made to wear that chain for publicity. If you want to garner respect from the masses, you must first respect yourself.

  • iQgraphics

    I too am Bajan. It does not matter where she’s from, her antics have now given her an ill perception to the public. She’s not representing herself well as a woman.

  • isolde

    @Austalian Girl

    So you can use google to find pictures of Rihanna wearing her cunt necklace, but you can’t use google to find out why she wears it? Well, bless your heart.

    @iQgraphics and AG

    And anyway . . . I shouldn’t even be responding to this nonsense, because it has nothing to do with the issue at hand. A white, Euro magazine thought it would be cute to call a black woman a ni99ab*tch, and ya’ll wanna talk about some derailing BS that has nothing to do with the topic at hand? Was the cunt necklace even mentioned in the damn article? Oh, oh, wait, I know . . . Rihanna’s personal decision to wear a cunt necklace justifies how this magazine slurred her with a racial pejorative, cause we all know that a black woman doesn’t deserve to be called a ni99ab*tch . . . unless she’s wearing necklace.

  • isolde

    *unless she’s wearing a cunt necklace*

  • iQgraphics

    None of that matters to me.
    Cause and effect
    Reaping and sowing

    never read an article calling Lena Horne a blankety blank
    even women with checkered past… Janet…
    Sade is a baby mama…

    I can’t get on the “respect me” band wagon for someone who has little regard for their own public image.

    I will defend her by saying no one deserves to be called such a slanderous term, and that she is young and has some growing to do like MJB did


    Rihanna runs around with a necklace that says CUNT on it.
    Rihanna performs drunk…

    Those are statements that happen to be true.

    Imma go tattoo DRAKE on my forehead and hope people ask me why I did it and fault them for making the obvious assumption that I’m a nut now.

  • iQgraphics

    Please omit Lena Horne

    and add

    Beyonce and Aaliyah (for the sake of genre)

  • Hmmm…

    I lived in a Scandinavian country (as a black afro-Caribbean woman) and interestingly faced little racism. I guess everyone’s experience is different.

  • Amanda L.

    Strategic Ambiguity
    DECEMBER 20, 2011 AT 5:17 AM
    You are greatly mislead if you think that racism towards AAs will stop when AAs stop using the “n-word.” As if the racial problems of the world can be solved or impacted by AAs refusing to use the “n-word.” Such thinking is dangerous because it takes away from society any responsibility for the current makeup of the society. In other words, it simply blames the victim for his treatment, which is in line with the “assimilationist negro fantasy” of merging with his aggresors. The “n-word” is not the problem, but white supremacy is.

    Carry on, peasants.”

    Enough said.

  • Trini

    Moral of the story:

    1. Not one single human being is ever allowed to make the sad mistake of unintentionally saying the wrong thing. NEVER! EVER!

    2. And if you do make the sad mistake of unintentionally saying the wrong thing, dont even bother giving a prompt and genuine apology. No one will accept it!

  • isolde

    “None of that matters to me.
    Cause and effect
    Reaping and sowing”

    @low iQ

    Cause (ignorance) and effect (stupidity on your part.)

    No one’s surpised. Apparently, common sense doesn’t matter to you. How Rihanna performs or the cunt necklace she wears has nothing to do with that magazine calling Rihanna a ni99ab*tch. I’m not here for victim blaming.

    Then why the fcuk are you brining up shit that aint got nothing to do with the article, if not to justify why it was written? Oh no, sweatpea, don’t backtrack now. You’ve already digested your foot and are nearly ready to sh*t it out. Sis, run them games on Australian Girl. She seems to be on your level.

  • B

    This is yet another comment board where the comments shed a poor light on black folks’ (re: assimilationist) mentalities. Sad. Thank you Strategic Ambiguity and Isolde for your level-headed comments: just keep it 100%.

  • iQgraphics

    @ iso-lation
    Everything has an effect on everything.
    That’s basic logic.
    I hold RiRi accountable for her part in this visa vie her actions, but she did not deserve, nor does anyone else, to be slandered.

    The necklace, her behavior… it’s all DIRECTLY relevant to the perception of the masses.

    Really. But it’s okay.
    You’ve come for me personally, therefore, I’m done with you.
    I remain on topic with the issues at hand, I don’t subject myself to personal attacks.

  • isolde

    @low iQ

    Yeah, I would bow out ungracefully too if I was getting my @ss dragged.
    I remain on topic with the issues at hand, I don’t subject myself to personal attacks.

    Don’t make me laugh any harder than I already have. You aint been on topic since your first comment, and you know damn well what you were so desperately trying to do when you made it. Again, where is the cunt necklace mentioned in the article? Oh that’s right, nowhere. So, YOU stay on topic, boo-boo.

  • iQgraphics

    My ass dragged.
    Get a hobby.

    preferably one that involves looking out of a window and the outside world instead of masterbating into a mirror

  • iQgraphics

    in case you cant grasp, that means
    you add nothing.
    no point of view, no depth of perception, nothing

    you just want to gratify yourself in the general view of others.

    what did you add?

    rudeness, crudeness… you brought this to a low level, and it didn’t even warrant that.
    grow up

  • lala

    Hi Im actually Dutch and the editor: Got fired ! Eventhough she did not right it thats: The journalist Jiska Fischer. Although Eva is the one with the responsibilty.

    1 thing I have to say though. On her new album “Talk that Talk” Rihanna was actually using the word N*gger and I was so shocked. So its also kind of her own fault.

  • lala

    @ Isolde

    How about Lil Wayne in his new song with Nicki& Birdman Y U MAD.

    Tonight I probably f*ck another N*gger GIRL. I was so sad when I heard that. You know that sh*t is played all around the world and some people abroad think its cool to say that.

  • lala

    Im Black& Dutch and that is B*llshit The Netherlands are one of the most tolerant counrties when it comes to black people. The USA is way more racist Im not saying its perect but its alright. Of course there are crazy people everywhere so mabye this one was really racist.

  • prodigia

    Thank you!

  • MzCaliAttorney

    You teach people how to treat you! If the majority of black men in a very influential genre of music “RAP” speak about black women in these terms…on records & in videos sold, seen & heard INTERNATIONALLY, why are you shocked that this is what the world thinks of black women??

  • MzCaliAttorney

    Please…stop with the excuses! How do you think whites are able to remain supreme? Take a look at Libya, Iraq, Egypt and the good ole US of A, you have people of color fighting and disrespecting, killing each other and themselves. The “white man” doesn’t need to do much because if you just listen to Jay Z and Kanye West new song we openly disrespect & degradate ourselves daily. If black men create & sale songs INTERNATIONALLY calling black women b!tch’s why is anyone shocked that this is how the world would refer to us??

  • WTF

    LOL makes me laugh. Blacks freaking out when another race says N bomb, but I turn that radio on and the N bomb somehow is being puked all over rap and hip hop. I never understood that.

    I also wonder why there is an all black school, and black only website news, BET. Think if there was some white only TV show that was called WET. UPROAR all over again like this mess. Stop caring and you’ll find yourself happier.

  • http://www.LifeStarBeauty.com Vida Starr

    I’m in 100% agreement with Strategic Ambiguity

  • http://LesBoom.Tumblr.com LesBoom

    “You teach people how to treat you!” I always say that!

  • Please Believe

    Don’t feel one way or other? hmmm…interesting and I agree, quite sad. But i guess there are all types.

  • glow

    There are whites-only networks. That’s the majority of TV. How many black people/minorities do you see on TV? All-black shows? Yet all-white shows are on every station – that’s considered “normal.” But black people want all-black shows and you call that wrong? We would just like to be represented. Not that I approve of BET – I don’t like its content – but I understand why it exists.

  • Jeff

    The apology is about as believable as the MVRDV architects’ bullshit on their website, after designing two South Korean towers that look a lot – ok, exactly – like the twin towers after they were hit. So you have a team of world-class architects who somehow didn’t notice the resemblance? Riiigghht. This Rihanna thing is personally less offensive and doesn’t impact the same number of people, but it is still classless bullshit designed to create free publicity. Mission accomplished.

  • http://www.jiggaboojones.com Jiggaboo Jones

    Pump your brakes:
    Its in Dutch the modern translation for a cool person with black skin is Nigga….
    Bitch is a woman with a fierce ability or attitude out of slang translation in German and parts of Austria as I have many of them on my facebook and I was taken back a bit ONCE till I figg’d out that things that piss you off in English are not the same in other languages.

    On TV Norway Germany, Austria and others E-block Countries there is nothing cooler than an American Black person dressed like you see in the videos…. there is even a store called “Nigger King” [look it up] that sells all clothing that Black people would wear so that other people can look cool.

    Black ‘street’ culture may be looked down upon here in the States but is thought of as a Hip and Powerful movement that stood up to an oppressive society and took charge….

    Get pissed at something else…. also that article is available on like and you can use google translate to see they said nothing but nice things about Rihanna

  • http://www.jiggaboojones.com Jiggaboo Jones

    True that I agree !

  • African Mami

    @ Strategic Ambiguity,

    To call me a PEASANT is quite the insult! Next time you comment, please fully comprehend, or ask questions if in need of clarification.

    You are greatly mislead if you think that racism towards AAs will stop when AAs stop using the “n-word.”

    Where exactly in my comment did I allude to this?!


  • Justine

    Okay so I had no idea what a n****b**** was but I read somewhere that its a term for black dutch porn stars. I know they were trying to make a joke out of the way she dresses but it comes across very nasty and ignorant, its like their not really kidding. And this statement “Now let’s hope she won’t beat anybody up at daycare”, …really?

  • Kelvin

    thats not fully true, you preach the N-word needs to be stopped but its not that simple, cause it needs to be stopped at the source where it started, before you can even think of preach across the plains. This matter isn’t a one way street my friend.

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