Maori Culture vs. Commercial Imperatives.

Maori Culture vs. Commercial Imperatives.

Since the Rugby World Cup it seems as though more Maori concepts have been more prominently incorporated in Aoteroa. Concepts include the waka at the Viaduct, several flash-mob haka, and a beautiful performance at the Rugby World Cup opening ceremony.

This is a great way to show Maoritanga to the rest of the world and to promote our Maori heritage and culture. The Maori culture during the RWC has been framed in a very spectacular manner. What continues to astound me is how NZ waits for RWC until Maori are not stereotyped but shown in a positive light. National Kapa Haka performers Te Matarae took out the title for overall best group in February (shown on Maori Television) but the group was not shown on mainstream television until the RWC. Competitions such as the Matatini are a celebration of the outstanding talent, why does it take an international event to show this on mainstream media?

This extreme contrast of representations of Te Ao Maori can be attributed to the idea that the Maori culture is a commercial investment. Maori culture has been appropriated to suit the economy and the overall representation of New Zealand. Through capturing aspects of the Maori culture New Zealand can internationally appear as bi-cultural, diverse and a country of equality- a perfect travel destination! Is this really the case? Or is this again a bias representation from the media?

Is it because highlighting the Maori culture hints at racial harmony in our country? Does the haka depict what it means to be a “Kiwi” or a “New Zealander”? Is it because the Maori culture is only good for advertising and commercial purposes?

It seems as though that when Maori are doing something good, both Maori and non-Maori are labeled with the term “kiwis” but when one of those so called “kiwis” commits an offence the label changes to “ A Maori man was arrested today”.

Non-Maori and the media are picking and choosing when and where they want to incorporate the Maori culture as if culture was thing that can be brushed under the carpet. Maori have protested to have things such as kohanga, kura kaupapa, wananga which instill Maoritanga (with little support from non-Maori) but when international things come around it’s Non-Maori who want Maori who still practice Maoritanga to come and “put on a show”.

Overall, it is something positive that the Maori culture is being represented in a positive manner however there is need for big improvements and things that need to be stressed. For instance George Andrews comments on how a Pakeha would never speak for Maori nowadays but who was the commentator and journalist at the RWC opening?

Barry Baclay explains “Every culture has a right and a responsibility to present its own culture to its own people. That responsibility is so fundamental it cannot be left in the hands of outsiders, nor be usurped by them.”

Were Maori given the opportunity to comment on their own culture at the RWC? Were the fundamental aspects of our culture really explained to outsiders?Was their even someone on hand to make sure Pakeha fairly depicted and explained some of the Maori concepts which prominently featured in the opening ceremony? I don't think so!

It is evident that there needs to be more acknowledgements to the histories and understanding of Te Ao Maori if non-Maori are going to use and appropriate our culture. Why can’t aspects of Maoritanga be included in everyday life and education on the basis that the Maori culture and people are important. Cultural practices are more than “just a show”. Culture is what defines someone, their whanau and whakapapa, their basis and understanding of the world. Why strip these positive aspects of a culture and use them to gain international recognition and money. Where are we to draw the line?