Strategic Framing: Indigenous culture, framing and politics

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Strategic Framing Indigenous culture, framing
and politics

• Michèle Schoenberger-Orgad,
• Margalit Toledano,
• David McKie
• Dept of Management Communication
• Waikato Management School
• University of Waikato
• 
  

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(No Transcript)
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Culture and strategic communication

• The formation of the Maori Party expression of
  cultural identity and socio-political and
  cultural contexts.
• Challenges

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The Maori Party

• May 04 Labour-led Government passed legislation
  denying Maori the right to go to Court to seek
  ownership of the foreshore and seabed through
  customary rights
• 35,000 participated in hikoi (protest march)

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Background

• Maori Party gained first MP in 2004 Bi-Election
• Oct 2005 Maori Party win 4 seats in Parliament
• Establishment of party and campaign over 14
  months
• Modest budget
• Use of Maori cultural discourse
• Indigenity Identity, history and rights

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Framing

• Foreshore and seabed legislation as a threat to
  indigenous self-determination and rights
• Lack of equality in terms of redress
• Maori voice marginalised
• A distinctive voice for Maori in a
  Pakeha-dominated Parliament (Sharples, 2007).

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Challenges

• Lack of unity amongst Maori iwi (tribes)
• Low participation in elections
• Traditional Maori support for the Labour party
• Lack of money. No budget for public opinion
  research and advertising
• Use of traditional communication methods
  korero, family connections, cross-tribal
  connections (word of mouth)

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Socio-Political and Cultural Enablers (1)

• Secure Maori representation in Parliament
• Choice of electoral rolls
• MMP system provides diversity in representation
• 1996 elections resulted in 15 Maori MPs

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Socio-Political and Cultural Enablers (2)

• 1970s Maori cultural renaissance, revival of the
  language
• Government reforms since 1984 recognized NZ
  commitment
• to bi-culturalism

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The Message

• The Time Has Come Maori have to have an
  independent mandate to sit at the table as
  equals. (McCarten, 2004)
• It is about the historical claim for recognition,
  about asserting identity and culture as
  indigenous people with equal status in NZ

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A Genuine Grassroots (Flaxroots) Campaign

• Face to face, door to door an army of volunteers
• The marae
• Face to face communication
• Protocols, reference to ancestors, equal time
• Language

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Visual Branding

• The Maori brand - a manifestation of Maori
  culture, symbols, and values
• Logo ao means world. Aotearoa
• Symbols Colour and koru

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Indigeneity

• Cultural identity issues for European
• (Pakeha) New Zealanders
• Who is an indigenous New Zealander?
• What is New Zealand culture?

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Conclusion

• The Maori Party capitalized on
• closed social networks for direct communication
• an issue
• a unifying cultural discourse
• Indigenous people and minority groups seeking
  political power might be inspired by the Maori
  Party campaign