A black female who is full of anger and applies her anger towards other people to make herself feel better. It’s not her fault that she’s a niggabitch, because her ancestors were slaves and so the anger follows through the generations. Usually, niggabitches are loud and become frustrated and angry when they feel trapped or when they feel wronged, and start to scapegoat and put blame on others for their own lack of self-control. They also tend to be uneducated and have poor grammar (FYI: the editor in chief made a terrible grammar mistake in the official apology by spelling the word racism incorrectly).

First, I think I can speak for all Dutch people when I say that we are embarrassed by the use of such inappropriate language. Main question here is: why did the magazine choose such a disgraceful headline for the already tasteless article, when it is humiliating and offensive to a large part of our population (including readers of Jackie magazine)? The use of this kind of language does not match the “style” of Jackie magazine, which is supposed to represent classy, high end fashion trends for women of the world. Obviously, the article was not appreciated by a huge amount of people, and even international press got involved in the online discussion. In other words, Jackie is experiencing the fallacies of social media, as the negative publicity is all over the internet.

Their next mistake is the response by the magazine, or better said: the lack of damage control. The first reaction of the editor in chief, Eva Hoeke, on Twitter makes the situation even worse as she tweeted that the word frame was meant as a joke. Lesson 1: Thou shalt not tweet impulsively! Later, the editor in chief makes an official apology on Jackie’s Facebook page where she admits her fault, but at the same time she justifies her mistake by saying that she had totally overlooked the use of the word “niggabitch” in the article. This is very unlikely, as the word was used as bold headline for the article. The story gets even more unreliable when comments of readers reveal that she refers to the article herself whilst using the same word on page 129 of the magazine. On top of that, she still claims the impact of the word “niggabitch” is being overrated by the crowd, as it is used all over in Dutch media (I cannot confirm this). Lesson 2: Thou shalt not make apologies when being insincere! In the same apology she thanks her readers for being open for discussion. But here comes the final strike: when reading the hundreds of comments of readers it becomes clear that there is indeed a discussion going on, but only between readers. Not one time does the editor in chief or the magazine respond to the comments, which frustrates the readers and makes them even angrier. Not to mention the fact that the magazine removes negative comments on their website. Lesson 3: Thou shalt hire a professional crisis management team to deal with negative publicity.

This all taken together makes people so upset that the only way for Jackie to continue is for Eva to give up her function as editor in chief. Even though some people speak of a publicity stunt, I truly believe that if Eva had foreseen the impact of publishing this article it would not have been out here today. However, the problem remains that in her position she should have known how disrespectful the article was and thus never should have used this kind of language in the first place. Ever! She is not only digging her own grave but also that of a formerly well-respected fashion magazine.

Hopefully for Jackie, the time of the year will put Rihanna in a good spirit and she might turn this bad situation into a beautiful disaster. She could possibly write a song about this tragic scandal and donate the revenues to an organisation that turns “niggabitches” into powerful women like her, as I think the definition Power Woman would suit style icon Rihanna much better! I am a big fan of Rihanna so I am definitely up for buying a Christmas song for charity, who is with me?