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You will obtain the author’s permission before publishing any material from the thesis. ‘Te Kawau Mārō’ The role of media in revitalising te reo Māori A three paper thesis submitted in partial fulfilment of the requirements for the degree of Master of Arts at The University of Waikato by Jessie Lee Anahira Hill The University of Waikato 2010 ABSTRACT The intent of this thesis is to investigate the role media plays in relation to the revitalisation of te reo Māori in Aotearoa/New Zealand society. This is essential as the media’s latent potential is often underestimated and therefore underutilised. For Māori and inevitably te reo Māori, media has been a topic of heated contestation for over a century. It is postulated that throughout this troubled history, media’s influence has contributed to an erosion of te reo Māori and then conversely, since the late 20th century, its attempted revival. The journey of te reo Māori from past to present may be likened to a voyage of a traditional ‘waka hourua’ (voyaging or double hulled canoe). ‘Nga ngaru e toru’ (‘three waves’) illustrates the three stages that I have defined as catalysts significantly impacting te reo Māori. Grounded firmly in a Kaupapa Māori methodological and theoretical framework based on careful research and intimate cultural knowledge, my innovative approaches to language revitalisation entitled the Tapatoru (triangle) Model 1 and Tapatoru Model 2 will be introduced and explained. These distinct language revitalisation paradigms illustrate the core ingredients needed in effective language revival and illustrate the positioning and function of the media within these strategic models. i ACKNOWLEDGEMENTS I am extremely grateful for those who have inspired and helped me throughout my thesis journey. First and foremost, I would like to thank my supervisor Dr. Lisa Perrott for her enthusiasm, insightfulness and for aiding me in finding and expressing my voice. I was extremely fortunate to have conversed with knowledgeable lecturers, role models and renowned academics in both the Māori media industry and the area of language revival. I will forever remain thankful for their contribution, stimulating conversations, their time and most essentially for simply assisting a student eager to complete her first master’s degree. A special thank you to Derek Fox, Wena Harawira, Dr. Ray Harlow, Waldo Houia, JP, Professor Geoff Lealand, Nēpia Mahuika, Dr. Rangianehu Mataamua, Jim Mather and Nadia Ward. Thanks also to the focus group participants who greatly contributed their fascinating ideas towards this thesis. I would like to express love and gratitude to my whānau and friends who have encouraged me throughout this past year. Special thanks to my twin sister Jerrie Hill for showing interest when required and for sharing her experience and knowledge of completing a master’s degree. Warmhearted appreciation goes to Helen Oliver who assisted me in unearthing this thesis topic and for simply being there. I am indebted to the scholarships and iwi trusts that have supported me. Thank you to the University of Waikato for awarding me with a Waikato Masters Research Scholarship. Thanks also to the Sir James Fletcher 1st Memorial Trust, Omataroa Rangitaiki No. 2 Trust and Putauaki Trust. Last, but by no means least, thank you to my wonderful partner Kazuma Namioka who has always believed in my abilities and has helped me in so many ways: creatively, emotionally and grammatically. Aishiteru! This thesis is dedicated to the successful revival of te reo Māori. ii TE KAWAUi1 ii2 This thesis is named after the „Kawau‟, a generic term for various species of cormorants or shags. In Māoridom, specific to the Maniapoto iwi, the Kawau are headstrong sea birds that symbolise conventions of strength, determination and unity (Maniapoto Māori Trust Board, 2006). When flying above the ocean, once a Kawau sees prey, it will dive towards its target, with nothing else affecting its focus. These extraordinary birds were selected to represent my thesis, as they symbolise the essence of my distinct paradigms (the Tapatoru Model 1 and Tapatoru Model 2), presented later in this thesis, which are driven by the same principles that characterise the Kawau. The following proverb expresses the essence of these birds, “kia mau ki tena. Kia mau ki te kawau mārō”, translated as: “hold fast to the swoop of the cormorant!”iii3 The philosophy underpinning this axiom is: “our future wellbeing will be determined by the strength of our commitment to stand together united in spirit, mind and purpose” (Maniapoto Māori Trust Board, 2006). i This photograph of a shag is titled „Looking forward‟. It was taken at Matapaua Bay, Coromandel Peninsula on 22nd January 2010. ii For more information on the Kawau see Chapter 3, section 3.8.1. iii This proverb and its translation were retrieved from the Naumaiplace.com website (2006, pp. 31- 32). iii iii TABLE OF CONTENTS ABSTRACT………………………………………………………………………... i ACKNOWLEDGEMENTS………………………………………………………... ii TE KAWAU…………..…………………………………………………………... iii TABLE OF CONTENTS…………………………………………………………... iv LIST OF FIGURES………………………………………………………………... vii GLOSSARY OF TE REO MĀORI TERMS..……………………………………... viii CHAPTER 1: PART A: INTRODUCTION TO RESEARCH………………………….………… 1 1.1 Rationale and aim ………………..………………………………... 1 1.2 Kaupapa Māori theory introduction……………………………….. 2 1.3 Terminological issues……………………………………………… 4 PART B: METHODOLOGY………..…………………………………………….. 6 1.4 Introduction………………………………………………………… 6 1.5 Kaupapa Māori methodological approach…………………………. 6 1.6 Focus groups…………………………..…………………………… 8 1.7 Interviews ……..…………………………………………………… 11 1.8 Thesis summary …………………………………………............... 14 CHAPTER 2: THE HISTORY AND COLONISATION OF TE REO MĀORI….. 16 2.1 Introduction………………………………………………………… 16 2.2 Wave 1: European invasion……………………………………....... 19 2.3 Wave 2: Assimilation of Māori…………………………………….. 24 2.4 Wave 3: Rediscovering Māori cultural identity, Māori renaissance.. 29 2.5 Conclusion…………………………………………………………. 35 CHAPTER 3: LANGUAGE REVITALISATION………………………………… 36 3.1 Introduction………………………………………………………… 36 3.2 Language revitalisation concepts…...……………………………… 37 3.3 Achieving language revitalisation…………………………………..40 3.4 Normalisation………………………………………………………. 41 3.5 Language shift……………………..….……………………………. 42 iv 3.6 Language death…………………………………………………….. 43 3.7 Endangered languages……………………………………………... 44 3.8 Language strategies………………………………………………… 45 3.8.1 Tapatoru Model 1….……………………………………….. 46 3.8.2 Education…………………………………………………... 49 3.8.3 Community support………………………………………... 51 3.8.4 Home support………………………………………………. 52 3.8.5 Intergenerational transmission…………………………….. 53 3.9 Media and te reo Māori revitalisation……………………………… 54 3.10 Conclusion…………………………………………………………. 58 CHAPTER 4: THE STATUS OF TE REO MĀORI………………………………. 60 4.1 Introduction………………………………………………………… 60 4.2 Is te reo Māori a dying language?...................................................... 61 4.3 Characteristics of te reo Māori speakers…………………………… 64 4.4 Te reo Māori revitalisation: by age………...……………………..... 65 4.5 Te reo Māori revitalisation: by ethnicity….…………….………..... 68 4.6 Benefits of speaking a second language………………………….... 73 4.7 The future of te reo Māori………………………………………….. 74 4.8 Conclusion…………………………………………………………. 75 CHAPTER 5: LANGUAGE REVITALISATION IN OTHER COUNTRIES……. 77 5.1 Introduction……………………………………………………….... 77 5.2 Hawaii……………………………………………………………… 79 5.3 Ireland……………………………………………………………… 82 5.4 Wales………………………………………………………………..85 5.5 Conclusion…………………………………………………………. 87 CHAPTER 6: MĀORI TELEVISION AND MANA MAGAZINE ANALYSIS….90 6.1 Introduction…………………………………………….................... 90 6.2 Māori Television analysis....………………………………….......... 90 6.3 Mana Magazine analysis…………..……………….............. ……... 99 6.4 The most effective medium in revitalising languages……………... 100 6.5 Story: every individual can count………………………………….. 101 v 6.6 Conclusion……………………………….……………………........ 102 CHAPTER 7: NEW IDEAS IN REVITALISING TE REO MĀORI……………... 104 7.1 Introduction………………………………………………… ………104 7.2 Media convergence………………………………………………… 105 7.3 Focus group results………………………………………………… 106 7.4 Exploring new mediums………………………..…...……………... 114 7.5 Tapatoru Model 2…………………………………………....…….. 118 7.6 Conclusion…………………………………………………..…….. 121 CHAPTER 8: THESIS CONCLUSION…………………………………………… 123 REFERENCES…………………………………………………………………….. 129 APPENDICES……………………………………………………………………... 151 Appendix 1: Focus group advertisement..………………………………..... 152 Appendix 2: Participant consent form……………..……………………..... 153 Appendix 3: Focus group research information sheet..…………………..... 155 Appendix 4: Focus group survey..…………………………………………..157 Appendix 5: Focus group presentation…………………………………....... 160 Appendix 6: Ethnic groups in Aotearoa/New Zealand (2001-2006) census.. 163 Appendix 7: Māori speakers in the 2006 census...........................................