Not Our Future: An Exploration of Pacific Cultural Identity Through Targeted Television Health Advertising

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aut.embargoNoen_NZ
aut.thirdpc.containsNoen_NZ
aut.thirdpc.permissionNoen_NZ
aut.thirdpc.removedNoen_NZ
dc.contributor.advisorMilligan, Christina
dc.contributor.authorJohnston, Roxanne
dc.date.accessioned2016-11-10T22:29:18Z
dc.date.available2016-11-10T22:29:18Z
dc.date.copyright2016
dc.date.created2016
dc.date.issued2016
dc.date.updated2016-11-10T14:50:35Z
dc.description.abstractThis research study investigates how Pacific Peoples of New Zealand perceive and interpret their cultural identity through targeted television health messages and advertising. These health messages which portray Pacific Peoples are sponsored by the New Zealand Government and Non-Government Organisations (NGOs). A brief review of past and current significant literature regarding representation of people of colour on television, and specifically television advertising, is provided. The discussion then highlights the results extracted from the various data sets and the findings which emerged through the utilisation of a thematic framework of analysis. Findings emerging from the data sets include that Pacific Peoples interpret their cultural identity as being portrayed in stereotypes and harmful caricatures; Pacific Peoples feel they are often unfairly grouped with Maori individuals within health messages; and that the most positive interpretation of their identity is through real-life narratives represented within health messages. The discussion further offers recommendations, especially for individuals who produce these health messages. Future recommendations include that Government and NGOs need to feature real-life stories in order to open the channel of communication with Pacific Peoples; representations of Pacific Peoples within these targeted advertisements should be diversified; and the reliance on stereotypes to convey health messages should be removed.en_NZ
dc.identifier.urihttps://hdl.handle.net/10292/10147
dc.language.isoenen_NZ
dc.publisherAuckland University of Technology
dc.rights.accessrightsOpenAccess
dc.subjectTVen_NZ
dc.subjectTelevisionen_NZ
dc.subjectCultivation effecten_NZ
dc.subjectGerbneren_NZ
dc.subjectSignoriellien_NZ
dc.subjectAdsen_NZ
dc.subjectTVNZen_NZ
dc.subjectRacismen_NZ
dc.subjectStereotypesen_NZ
dc.subjectMinorityen_NZ
dc.subjectMinoritiesen_NZ
dc.subjectCrayonsen_NZ
dc.subjectCervical screeningen_NZ
dc.subjectRheumatic feveren_NZ
dc.subjectPacific peoplesen_NZ
dc.subjectPacificen_NZ
dc.subjectPasifikaen_NZ
dc.subjectAdvertisementsen_NZ
dc.subjectSocial identityen_NZ
dc.subjectGroup identityen_NZ
dc.titleNot Our Future: An Exploration of Pacific Cultural Identity Through Targeted Television Health Advertisingen_NZ
dc.typeThesis
thesis.degree.grantorAuckland University of Technology
thesis.degree.levelMasters Theses
thesis.degree.nameMaster of Communication Studiesen_NZ
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