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When racism is promulgated on a number of fronts, including the media, it becomes a powerful and pervasive force in society, detrimentally impacting on the lives of those who are its object. This paper analyses Mäori focus group interviews that traversed a wide range of sites where racism occurred, including print and broadcast media. We utilised a framework for understanding racism that is in line with key racism theorists and identifies four primary levels through which it operates: internal, interpersonal, institutional and societal. The core themes to emerge in the findings reinforce this framework and have been grouped accordingly: Internalised Racism, Interpersonal Racism, Institutional Racism and Societal Racism. Negative effects on health and wellbeing were articulated by participants as was the call for transformative, counter hegemonic representations of Mäori.
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Negative mass media representations of Maori are of major concern, impacting on Maori/Pakeha relations, how Maori see themselves, on collective health and wellbeing, and ultimately undermining the fundamentals of equity and justice in our society. In this article, we outline a number of important patterns that constitute the contextual discursive resources of such depictions identified in representative media samples and other sources and provide a set of alternative framings for each pattern. Our purpose is to challenge what Deuze (2004) has referred to as an 'occupational ideology' of journalism and ultimately to change Pakeha newsmaking practices that routinely undermine efforts to approach and attain social justice in the field of Maori/Pakeha relations in Aotearoa.
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A content analysis of editorial items about Māori issues and the Treaty of Waitangi in 14 Suburban Newspaper publications in Auckland and Northland found a low proportion of articles about these issues, despite high proportions of Māori resident in several areas served by these publications. Stories included a higher proportion of apparent news releases compared to a national sample of non-daily papers. Māori perspectives came largely from sources representing pan-Māori non-government organisations; Suburban Newspapers used a low proportion of iwi and hapū sources compared with other community papers. Use of te reo Māori was low, and there were no signs of attempts to support readers in learning or increasing their understanding of te reo Māori. This article concludes that Māori and non-Māori readers are poorly served by the poverty of Suburban Newspapers’ reporting of Treaty and Māori issues.
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The association of Māori and crime was prominent in a large representative sample of newspaper items gathered in Aotearoa New Zealand between November 2007 and April 2008. We used content, thematic/discursive analyses as well as focus group insights to analyse the data-base and found that Māori were frequently labelled as possible or actual perpetrators of crime on superficial judgements, often by victims. This practice associates Māori with all accounts of crime and embeds crime as a background for all other items about Māori. In contrast, newspaper coverage of Pākehā perpetrators of crime against a Māori organisation worked to valorise the convicted thieves. The embedding of crime as a background to other stories about Māori, the pervasive but unacknowledged norms, and media positioning of Māori as a threat in non-crime stories, is central to hegemonic discourses of Māori-Pākehā relations. Focus group participants indicated that these discourses support realworld marginalisation and discrimination against Māori.