Representations of a Māori and Pacific community organisation in the media

Abstract

Introduction: We respond to research calling for more equitable and inclusive societies that reflect Indigenous perspectives. Māori and Pacific people in Aotearoa New Zealand have experienced socio-economic and health inequities manifesting in significantly reduced life expectancy. These health inequities can be exacerbated by local mainstream media’s framing of health as the responsibility of individuals rather than that of government or society.

Methods: We examined how media framing reflected and influenced the success of Brown Buttabean Motivation (BBM), an initiative founded by community leader Dave Letele to combat obesity among Māori and Pacific people. We drew on Fa’afaletui, Fonofale and Kaupapa Māori to inform computer-assisted qualitative analysis of media texts about BBM before and during the COVID-19 pandemic.

Findings: Although media narratives did reinforce some negative stereotypes, the media celebrity of founder Letele allowed him to shape media narratives. These narratives reflected the way the organisation adapted to the community’s needs.

Conclusion: Our research has implications for organisations engaged in activities designed to assist Māori and Pacific led communities to take control of the narrative rather than passively reacting to it.