A journalist has taken a local councillor to task after he sent her a "grossly inappropriate joke" and then attempted to apologise for what he described as a "silly" photo sent to a friend.

Key points: Councillor Mark Bunting apologises to journalist for sending offensive pictures

Councillor Mark Bunting apologises to journalist for sending offensive pictures Angela Cuming says it is never OK to send people offensive content

Angela Cuming says it is never OK to send people offensive content People on Twitter have called for Mr Bunting to be sacked

New Zealand journalist Angela Cuming posted a photo on Twitter — sent to her by Hamilton City councillor Mark Bunting — that showed two electronic signs that read, "Jesus is cuming" and "open your mouth".

Cuming said she was sent the photo the same day Hamilton City Council axed the building of any new playgrounds for the next 10 years.

She said she had not spoken to Councillor Bunting in weeks and the only correspondence she had with him was in relation to her campaign to save the playground.

"I am so thrilled @councillorbunty found time to send me this grossly inappropriate and offensive 'joke'," she sarcastically tweeted.

The journalist said the picture had her in tears.

"I felt bloody lousy. I stood in the kitchen and I cried," she told ABC News.

"Someone that I respected and thought was my equal and I thought respected me actually thought so little of me.

"I was hurt, humiliated and a little bit angry as well and overwhelmingly sad that it's 2017 and this is still what we have to deal with."

Councillor Bunting commented on her tweet to apologise.

"Yes, this was me," he wrote.

"It was a video I saw shared on Facebook and saw your last name and thought it was silly and that it would make you laugh.

"I was so, so wrong in my judgement and I unreservedly apologise Angela."

Angela Cuming said it was never OK for somebody to send offensive images. ( Twitter: Angela Cuming )

Cuming hit back and said his actions were unacceptable.

"Any joke of any sexual nature is never okay for a man — particularly one in a position of power and authority — to send to any woman, regardless of their name," she said.

Councillor Bunting responded: "You're right. I'm so sorry."

The councillor then wrote a separate tweet addressing the inappropriate photos.

"So, you might see a thread on Twitter about a meme I sent privately to someone whom I thought was a mate," he said.

"I misjudged the humour and offended them as a result. Needless to say I feel terrible about it and regret what was an error of judgement and I apologise unreservedly."

Cuming angrily tweeted back: "WTF? So if I was a true 'mate' I wouldn't have been offended by a sexually inappropriate joke about swallowing semen? And you offended everyone. And if you feel terrible how do you think I feel?"

The journalist also posted another picture to Twitter, showing a screenshot of messages sent between herself and Councillor Bunting.

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'Enough is enough'

Cuming said Councillor Bunting's message was even more insulting because she decided not to take her husband's last name and keep the name of her late father.

"I was proud of my name," she said.

"I've heard all the jokes about my name and all the jokes have been made by men and it's really cruel."

Cuming said Councillor Bunting's response to her on Twitter was a "classic victim blaming apology".

"I decided to post it to Twitter because I thought enough is enough," she said.

"Given what's been happening with Harvey Weinstein and the #MeToo stories, you do start to feel there is solidarity.

"What kind of example do I want to set for my sons to teach them this is not on.

"Coming from an elected city councillor takes it to a whole new level. How am I meant to have any dealings with him ever again? I'll go to my grave shaking my head on this one."

Cuming said she thought about not speaking out in case it jeopardised her campaign to save the playgrounds.

"But I could not make the decision based on trying to appease a man in a position of authority," she said.

A number of people slammed Councillor Bunting on Twitter, with some even calling for him to be sacked.

On his website, he described himself as a, "coach, director and all round good guy".

He is a former schoolteacher and an award-winning radio host.

"Mark is driven to improve the world he lives in," the website says.

Cuming said she heard "deafening silence" from the Hamilton City Council and planned to make a formal complaint.

Hamilton City Council has been contacted for comment.