Use of Broadcasting and e-Media, Māori Language and Culture

The Māori Language Strategy 2003 identifies a significant role for broadcasting in supporting the use of the Māori language and the development of positive attitudes towards it.

Even as the Māori Language Strategy was being developed and written, exciting innovations were occurring in the digital environment with potential to stimulate further language revitalisation efforts through broadcasting and other related media, for example, Māori language learning podcasts.

In 2007, the Māori Broadcasting and e-Media Outcomes Framework was developed to support new opportunities for promoting the Māori language and culture on other electronic media.

This publication summarises key findings from two research projects on Māori language and culture content preferences and general broadcasting and related media use. Full copies of both reports can be downloaded from the Te Puni Kōkiri website at www. tpk.govt.nz.

The findings will inform future broadcasting policy development, in particular, priorities for policies and programmes aimed at protecting and promoting the Māori language and culture in the broadcasting and e-media environment. The key findings from both pieces of research are:

• Māori (particularly young Māori) are over-represented amongst a group of New Zealanders who are heavy and extensive users of the new and emerging devices such as cell phones/PDAs and iPods/MP3 players
• Television continues to be the main device that Māori use for a wide range of purposes, from obtaining information about the news and weather to accessing Māori language and cultural content
• Māori language skills are a key factor for engagement with Māori language and culture
• Young Māori possess an appetite for Māori language and culture content now and in the future, and want to see more Māori language and culture content on new and emerging media devices/platforms such as cellphones, iPods/MP3 players and computers/lap tops with Internet.

New Zealanders’ Use of Broadcasting and Related Media

This quantitative survey sought to quantify New Zealanders’ current use of broadcasting and e-media content. It was jointly commissioned by Te Puni Kōkiri and the Ministry for Culture and Heritage. The survey had a national sample of 1,827 New Zealanders, 15 years or older. Māori (n=1,030) and youth were over-sampled for analysis and reporting purposes. The research was completed in March 2009.

Current and Future Broadcasting and e-Media Preferences of Māori Youth

This qualitative research aimed to understand the broadcasting and e-media content and devices preferred by young Māori today and in the future. It was commissioned by Te Puni Kōkiri and included four discussion groups with young Māori (15-24 years) from the greater Wellington area who self-identified as proficient or non-proficient in the Māori language. The research was completed in July 2008.