Currently there are a few debates around Maori culture being used as an advertising tool. As Curtis stated below there are the Americans claiming a beer named: Maori King, (even though they have no knowledge that there was even a Maori King to start with). And the English with their new Nike “Maori-style” t-shirts that depict a Maori style rose on the front. Is this somehow ironic because the crown (English) are the opposition to Maori claims, with the crown imposing their culture upon Maori but now they want to claim Maori designs for commercial gain.
It amazes me that these products even made it to the shelves without some sort of consultation. Did the makers even bother to consider the implications and consequences that they may hold towards the culture they are “ripping off”. The fact that these products are gaining opposition is probably because; NO, they have not taken into account how this could affect others.
Willie Jackson and Tuku Morgan felt very strongly against these products. Morgan felt, “deeply offended and wanted to talk to the makers”. While Jackson, stated, “I’m bewildered by how cocky these people are, how arrogant.” Showing that yes, indeed it has sparked debate from our corner of the world. Jackson also made a point that, “They think they can do anything because what are those little Maori going to do? And there is not much Maori can do.” However, this does not excuse other countries to use Maori culture as they please.
It disheartens me to think that through mainstream media Maori are either seen in a negative way or as being used as advertising in other countries. Again as I stated before this links to the hegemonic model of mainstream media and how the views of the masses seem to be the ones that are shown in the media. Nevertheless, this does not make “ripping off” a culture all right. I am sure Maori are not the only indigenous people to experience this type of advertising but where does the UN’s Declaration on the Rights of Indigenous Peoples stand? Do they not have a right to say how their culture is used?
I think that if people would like to use an aspect of culture for advertising purposes they need to go about it in the right way. Maybe through consulting elders, or getting input from that particular culture, just to make sure that it is in no way offensive or degrading to that culture. If done correctly the use of different cultures could potentially have a positive effect, because this could get the culture known all around the world as well as symbolise an acceptance of that culture. But only if the advertising has been done correctly and there are no negative implications whatsoever.
Therefore, I am all for Maori culture being used as long as it is done in a respectful way: how this is achieved, I do not know but could probably identify it when I saw it. However, the two examples of product have been done in the wrong way and can be seen as offensive only because it is in the wrong context. The Nike one because it is England claiming an advertising scheme using a culture they have shunned for many years. The American one because they had no idea of the culture and that there actually is a king. So if aspects of culture are going to be used it needs to be done in the correct way.
