The impact of M�ori Television on being M�ori

The impact of M�ori Television on being M�ori - MAI...

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MAI Review, 2007, 1, Intern Research Report 6 Page 1 of 21 http://www.review.mai.ac.nz The impact of M ā ori Television on being M ā ori: A geographical approach Vanessa Poihipi Abstract: This study's objective was to examine the influence of M ā ori Television on a sample of M ā ori women living in Dunedin. Given Dunedin’s small M ā ori population, the research sought to determine how these women perceived M ā ori TV. Was it useful in linking them with Te Ao M ā ori? A qualitative analysis was undertaken. Results indicate that M ā ori Television has had an overwhelmingly positive impact on its Dunedin M ā ori women viewers. This study's conclusions indicate M ā ori TV is a counterbalance to mainstream representations of M ā ori, it recognises and celebrates iwi M ā ori diversity, it is a positive medium for M ā ori and it connects M ā ori with Te Ao M ā ori. Keywords: M ā ori, media, television. Introduction The long awaited launching of the M ā ori Television Service (M ā ori TV) on Sunday the 28 th of March, 2004 was a milestone in Aotearoa New Zealand for M ā ori broadcasting. Walker asserts, “The occasion was a cultural celebration of triumph over adversity, a dawning of a new age of M ā ori modernity in the twenty-first century” (2004, p. 402). Finally, M ā ori had the means to articulate their own stories, report on items which they felt were news worthy, produce images of themselves on television and perhaps more importantly, they had an avenue through which the M ā ori language and tikanga M ā ori could be normalised and celebrated. This paper seeks initially to explore the impact of M ā ori representation in the media by non-M ā ori, looking at how this precipitated the fundamental need for a more authentic, M ā ori directed mode of representation in television broadcasting. This research examines the influence of M ā ori TV on five M ā ori women living in Dunedin, a city whose demography positions M ā ori as a very small minority making up around 5% of the city’s total population (2001 Census). Given this minority status, this investigation seeks to answer the question: what influence does M ā ori TV have in the construction of notions of being M ā ori in its M ā ori adult viewers in Dunedin? M ā ori representation within mainstream broadcasting According to a Statistics New Zealand survey, “on average, [New Zealand] people watched just under 2 hours of television or videos per day as a primary activity” (2001, p.71). Far from merely holding an objective mirror up to the audience, television “through processes of selection and construction… represent[s] the world in a particular and definite way” (Maharey, 1990, p.25). Of course the extent to which television influences the way people see the world and their place within it varies depending on the individual’s beliefs and awareness of how television media constructs meaning. However, the evidence indicates that New Zealanders rely heavily on television for information and entertainment. This reliance presupposes an openness to accept the
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This note was uploaded on 07/21/2011 for the course BUS 10001 taught by Professor All during the Spring '11 term at Shaheed Zulfiqar Ali Bhutto Institute of Science and Technology.

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The impact of M�ori Television on being M�ori - MAI...

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