RURU PARIRAU: MÄORI & ALCOHOL The importance of destabilising negative stereotypes and the implications for policy and practice Kristen Maynard* Sarah Wright † Shirleyanne Brown‡ Abstract A key challenge for the Health Promotion Agency (HPA) is to fi nd innovative ways to address the disproportionate levels of alcohol- related harm that Mäori experience. Some negative images of Mäori drinking, such as those in the movie adaptation of Alan Duff’s Once Were Warriors, have become a self-fulfi lling prophecy for far too many Mäori. Consequently, the Alcohol Advisory Council of New Zealand (ALAC), now part of HPA, has been working on ways to destabilise these negative images. This article explores the concept of stereotypes and how it can affect alcohol use by Mäori. It also offers some practical ideas for what can be done to mitigate the impacts of negative stereotyping. Keywords stereotypes, Mäori, alcohol, policy, social marketing, health promotion * Principal Policy Advisor, Health Promotion Agency, Wellington, New Zealand. Email:
[email protected] † Researcher, Health Promotion Agency, Wellington, New Zealand. Email:
[email protected] ‡ Northern Regional Manager, Health Promotion Agency, Wellington, New Zealand (at the time of writing). Email:
[email protected] MAI_Jrnl_2013_V2_iss2_3rd_a.indd 78 6/12/13 11:32 AM MAI JOURNAL VOLUME 2, ISSUE 2 79 Introduction stereotypes and discrimination as major and persistent infl uences on public health outcomes Alcohol is the most commonly used recrea- (Amodio & Devine, 2005; Harris, Cormack, & tional drug in Aotearoa New Zealand (Alcohol Stanley, 2013; Hatzenbuehler, Phelan, & Link, Advisory Council of New Zealand [ALAC] & 2013). This article discusses the role of stereo- Ministry of Health, 2001) with approximately types and their potential impact on alcohol use 80% of New Zealanders reporting having a by Mäori, drawing from insights of postcolonial drink from time to time (Ministry of Health, theory and discourse perspectives.