Volgens het blad zelf was het “een slechte grap“: het artikel in Jackie over Rihanna, die de ultieme niggabitch zou zijn. Slechts enkele tientallen woorden kende de als kledingadvies bedoelde beschrijving van de Amerikaanse zangeres, maar het ging natuurlijk om dat ene woord. Rihanna reageerde persoonlijk en is not amused.
rihanna Rihanna @evajackie I hope u can read english, because your magazine is a poor representation of the evolution of human … http://t.co/eRUUa5ycVolgen
I hope u can read english, because your magazine is a poor representation of the evolution of human rights! I find you disrespectful, and rather desperate!! You ran out of legit, civilized information to print! There are 1000’s of Dutch girls who would love to be recognized for their contributions to your country, you could have given them an article. Instead, u paid to print one degrading an entire race! That’s your contribution to this world! To encourage segregation, to mislead the future leaders to act in the past! You put two words together, with the intent of abasement, that made no sense…”NIGGA BITCH”?!….Well with all respect, on behalf of my race, here are my two words for you…FUCK YOU!!!
Met 10,8 miljoen volgers op Twitter bereikt de pissige reactie van de ‘Umbrella‘-zangeres vele malen meer mensen dan de bijna 60.000 exemplaren die van Jackie gedrukt worden, waardoor het Nederlandse magazine plotseling wereldwijd in de entertainmentrubrieken opduikt. Alhoewel: de verontwaardiging was voor de twitterreactie ook al groot.
Volgens hoofdredacteur Eva Hoeke zijn ze bij het magazine vooral “geschokt” door wat er gebeurd is. “Dit had niet mogen gebeuren”, schreef ze op Facebook:
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 abad 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.