Te Mata Ono-The six faces of Māori broadcasting

Abstract

Māori have always been involved in media communication and from a traditional viewpoint karanga, whaikōrero, taonga pūoro, haka, waiata and mōteatea are all mediums used to share messages across a mass audience. Since the arrival of European settlers, we have seen Māori content disseminated through platforms such as newspaper, radio, and more recently via the medium of television. This particular study is concerned with the way that Māori are represented and information is shared via indigenous broadcaster, Māori Television. Using a theoretical model made up of six key components, this thesis asserts that Te Mata Ono could not only help to improve the production of Māori content but also reshape and modify the medium of television itself, to become more culturally appropriate. Ultimately, this model could guide Māori Television, outlining a Māori specific approach to broadcasting. This study is one part of a two-part study. Due to the limitations of a four-paper masters thesis, I will only be examining three elements of Te Mata Ono, which are Mata Māori, Mata ō-tua and Mata Pākehā. Another thesis that was conducted simultaneously by Te Aorere Pewhairangi explores the remaining three elements of the same model, Mata Iwi, Mata Ako and Mata Tikanga. Te Mata Ono could be applied to Māori Television, making a positive contribution to the future development of Māori broadcasting.