Audience responses to news media images of Pacific health
Loto, R. (2008). Audience responses to news media images of Pacific health . In Levy, M., Nikora, L.W., Masters-Awatere, B., Rua, M. & Waitoki, W. (Eds). Claiming Spaces: Proceedings of the 2007 National Maori and Pacific Psychologies Symposium 23rd-24th November 2007 (pp. 40-47). Hamilton, New Zealand: Māori and Psychology Research Unit, University of Waikato.
Permanent Research Commons link: http://hdl.handle.net/10289/1526
News media contain a multitude of images of Pacific peoples and health. This paper presents findings from a social psychological study of audience responses to such images. Two Pacific and two Palagi groups took part in discussions in which they responded to specific print media articles. These discussions were used to explore how different New Zealand audiences view and respond to the portrayals of Pacific people and their health. Responses from the Pacific and Palagi focus groups were compared showing both salience and difference in audience reactions. In appropriating aspects of news coverage, audience members do not simply regurgitate what they are shown by the media. They engage in complex dialogues with other audience members regarding issues raised by media coverage and in the process socially negotiate shared interpretations.
Maori and Psychology Research Unit, University of Waikato
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