Cultural vehicles and the Māori print media: What cultural concepts are used to communicate health messages to Māori?

Abstract

Existing research indicates that vaccination programmes to prevent Meningococcal disease have low response rates from Māori which contributes to a belief that Māori are apathetic and irresponsible. Our research question was: How do the Māori and community print media facilitate the promotion of Māori cultural concepts as generators of new meaning, particularly with regard to positive Māori health? This study focuses on the recent health concern of Meningococcal disease. Twenty-four months of Māori and community print media was scanned to identify how Māori cultural concepts are being applied, modified, and operationalised in order to convey and promote positive health in Māori communities. Contrary to what was expected, the Western medical model with integrated Māori concepts was the main cultural frame employed.