Public Information Advertisements: Māori Perspectives

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aut.embargoNoen_NZ
aut.thirdpc.containsYesen_NZ
aut.thirdpc.permissionYesen_NZ
aut.thirdpc.removedNoen_NZ
dc.contributor.advisorNelson, Frances
dc.contributor.advisorJohnson, Rosser
dc.contributor.authorElers, Steven
dc.date.accessioned2016-11-15T03:01:23Z
dc.date.available2016-11-15T03:01:23Z
dc.date.copyright2016
dc.date.created2016
dc.date.issued2016
dc.date.updated2016-11-15T02:10:36Z
dc.description.abstractThe broad objective of this research is to examine Māori perspectives of public information advertisements as part of wider social marketing campaigns in Aotearoa New Zealand that are designed to persuade M?ori to change their behaviours. Underpinned by a kaupapa Māori approach, I conducted focus group discussions and semi-structured interviews. Influenced by grounded theory as a method of analysis, participants felt that the public information advertisements affix blame rather than fix problems. Participants felt that the advertisements positioned M?ori as stereotyped caricatures that fit within the mould of deficit ideologies. For example, Māori were consistently shown as criminal, drink and drug drivers, child abusers and so forth. This is concerning given that the mass media are the primary source of information about cultural groups other than one's own and can influence conceptions of social reality. Moreover, the diverse realities of Māori emerged within the research as two distinct groups were identified; the lower socio-economic group (either rural or urban based and on a social welfare benefit or employed in unskilled labour), and the middle socio-economic group (urban based, tertiary educated and/or in skilled employment). Participants from the lower socio-economic group offered personal experiences of the health and social issues that were portrayed in the advertisements. On the other hand, the middle socio-economic group did not offer any experiences of the health and social issues and were highly critical of the advertisements, even when prompted for positive feedback. There were differences between the two socio-economic groups in how they interpreted or decoded the advertisements. This research has questioned whether social marketing initiatives and public information advertisements are the appropriate tools to counter the health and social issues that impact upon Māori, and further, if public information advertisements are necessary, then they should be created by Māori, for Māori.en_NZ
dc.identifier.urihttps://hdl.handle.net/10292/10163
dc.language.isoenen_NZ
dc.publisherAuckland University of Technology
dc.rights.accessrightsOpenAccess
dc.subjectMaorien_NZ
dc.subjectIndigenousen_NZ
dc.subjectSocial marketingen_NZ
dc.subjectMass communicationen_NZ
dc.subjectHealth communicationen_NZ
dc.subjectHealth campaignsen_NZ
dc.subjectHealth promotionen_NZ
dc.subjectMāori communicationen_NZ
dc.subjectMaori communicationen_NZ
dc.subjectIndigenous communicationen_NZ
dc.subjectPublic healthen_NZ
dc.subjectCritical theoryen_NZ
dc.subjectKaupapa Māorien_NZ
dc.subjectKaupapa Maorien_NZ
dc.subjectPublic service announcementsen_NZ
dc.subjectPublic service advertisingen_NZ
dc.subjectPublic service advertisementsen_NZ
dc.subjectPublic information advertisingen_NZ
dc.subjectPublic information advertisementsen_NZ
dc.subjectCommunication theoryen_NZ
dc.subjectGrounded theoryen_NZ
dc.subjectSocial cognitive theoryen_NZ
dc.subjectHealth belief modelen_NZ
dc.subjectTheory of reasoned actionen_NZ
dc.subjectTheory of self-regulation and self-controlen_NZ
dc.subjectTheory of subjective culture and interpersonal relationsen_NZ
dc.subjectIndigenous theoryen_NZ
dc.subjectIndigenous theoriesen_NZ
dc.subjectIdentity theoryen_NZ
dc.subjectIdentity theoriesen_NZ
dc.subjectSocial identity theoryen_NZ
dc.subjectSocial identity theoriesen_NZ
dc.subjectSelf-categorisation theoryen_NZ
dc.subjectPropaganda theoryen_NZ
dc.subjectPropaganda modelen_NZ
dc.subjectEncoding/decodingen_NZ
dc.subjectEncoding/decoding modelen_NZ
dc.subjectReception theoryen_NZ
dc.subjectSource credibility theoryen_NZ
dc.subjectCultivation theoryen_NZ
dc.subjectCultivation analysisen_NZ
dc.subjectMedia analysisen_NZ
dc.subjectRepresentationen_NZ
dc.subjectStuart Hallen_NZ
dc.subjectContent analysisen_NZ
dc.subjectSemioticsen_NZ
dc.subjectSemiologyen_NZ
dc.subjectFrankfurt Schoolen_NZ
dc.subjectCultural studiesen_NZ
dc.subjectCritical race theoryen_NZ
dc.subjectPostcolonial theoryen_NZ
dc.subjectPost-colonial theoryen_NZ
dc.subjectMedia theoryen_NZ
dc.subjectMedia studiesen_NZ
dc.subjectRoad safetyen_NZ
dc.subjectAdvertisingen_NZ
dc.subjectMarketingen_NZ
dc.subjectVisual communicationen_NZ
dc.subjectMāorien_NZ
dc.titlePublic Information Advertisements: Māori Perspectivesen_NZ
dc.typeThesis
thesis.degree.grantorAuckland University of Technology
thesis.degree.levelDoctoral Theses
thesis.degree.nameDoctor of Philosophyen_NZ
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