"@evajackie 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!!” Rihanna tweeted.
She continued: “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..."***** B---H"?!....Well with all respect, on behalf of my race, here are my two words for you...F--K YOU!!!"
By then, Hoeke had tweeted a response in Dutch regarding the incident, yet failing to directly address or apologize to Rihanna.
“Two things we learned. 1: no bad jokes in the cover page. 2. do not act as if a bad joke is good. Sorry, guys. My bad,” Hoeke tweeted on her account. “In the next issue will be a correction. I can tell you that it was never our intention to offend anyone.”
Hoeke even posted an apology on the magazine's Facebook page saying:
First: thanks for all your responses. I can be brief about this: this should never have happened. End of story. The corresponding author may have had no evil intent – the headline of the article was intended as a joke – but it was a bad joke, to say the least. And that’s me, the editor, then slipped through the fingers. Stupid, and f-cking painful for all concerned. The author has been called to account. I hope that you believe that there is absolutely no racist motive to the wording underlay. It was stupid, 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 shoots off the road. And then you can only do one thing: apologize. And hope that others accept. From the bottom of my heart I say it again: it is never our intention for this to hurt anyone. And I mean that.”
Before day’s end, Hoeke had resigned from her position as Editor-in-Chief of Jackie magazine. She posted her resignation letter via the magazine’s official Facebook page, noting that though she meant no harm, she takes full responsibility for what happened. Furthermore, she realized that her apology was not enough to restore her credibility, nor make the mistake seemingly go away as if nothing had happen. Her full Facebook message can be read below:
“I realize that my first reaction on Twitter, where I indicated that it was a joke, was an incomplete description of what I, and also the author of the article referred. The term ‘n—a b—h’ h” has come over from America and we have only this to describe this particular style of clothes that we can try to interpret. Due to the enormous pressure from social media, I promised to do better regarding the language in future issues of Jackie and I have offered to rectify the situation.
I have now come to the conclusion that rectification is not the right solution. I regret that I have taken too quickly positions on an item in Jackie – which incidentally had no underlying racial motive. In the course of events I went with, the publisher came to the conclusion that, now that my credibility is affected, it’s better for all parties if I immediately lay down my duties as editor. After my eight years giving my heart and soul for Jackie, I realize that these errors – although not malicious intent – are a reason for leaving.”