Mātauraka Māori

Permalink for this collection

https://hdl.handle.net/10182/14153

This collection pulls together content included in other Research@Lincoln collections that has a mātauraka Māori focus. You may also be interested in:

Ngā Kete e Toru - our physical collection and study space
Living Heritage | Tikaka Tuku Iho - our non-research university and heritage collections
Mahika Kai Journal

If you believe any item is missing from this collection, or that any item in this collection should not be included, please contact us.

Browse

Open Access
Edible insects, mātauranga, diet, and lifestage to explore the potential of Aotearoa New Zealand insects as food : A thesis submitted in partial fulfilment of the requirements for the Degree of Doctor of Philosophy at Lincoln University
(Lincoln University, 2025) O'Connor, Chrystal Te Ohorere
With growing global concerns about food security and environmental sustainability, insects as food could provide a promising alternative protein source. However, research on entomophagy (eating insects) has predominantly focused on Western perspectives, who perceive edible insects as a novel concept, and there is limited exploration of Indigenous knowledge systems. This thesis investigates the potential of native Aotearoa New Zealand insects as sustainable and nutritious food sources, integrating mātauranga Māori (indigenous Māori knowledge) with Western scientific approaches. A survey of Māori participants (n=172) revealed that insects are culturally significant, with 47% of participants having consumed insects or knowing whānau (family) who had. Larvae of the huhu beetle (Prionoplus reticularis White, 1843) was identified as the most consumed insect, with 89% of participants naming it as a traditional food source. The survey also indicated that participants were significantly more likely to consume insects that were native to Aotearoa New Zealand, fed rākau rongoā (medicinal plants), or historically eaten by Māori (P<0.05). Most participants indicated they would eat insects either processed or whole (49%, N=78), with a total of 87% of participants indicating they would be willing to eat insects in some form (processed 37%, N=59, whole 4%, N=7). Through integration of mātauranga Māori, ecological factors, and nutritional considerations, three Lepidoptera species were selected and studied as whole insects; kawakawa looper (Cleora scriptaria (Walker, 1860)), brindled bell moth (Epalxiphora axenana Meyrick, 1881), and brown headed leafroller (Ctenopseustis obliquana (Walker, 1863)), and two culturally significant plant diets; kawakawa (Macropiper excelsum (G.Forst.) Miq.), and mānuka (Leptospermum scoparium Forst.). The selection process considered factors such as sustainability of rearing processes, life cycle length, plant associations, and cultural significance. Amino acid (AA) and mineral analysis, using high-performance liquid chromatography (HPLC) and inductively coupled plasma mass spectrometry (ICP-MS) respectively, showed that all three species met FAO/WHO requirements for essential AAs of 40%, with the essential AA to non-EAA ratios ranging from 41.1% to 44.5%. The brindled bell moth showed significantly higher levels of several minerals, including sodium, magnesium, potassium, and calcium, with iron content (21.4 mg/100g dry weight (DW)) (P<0.05) that exceeded New Zealand recommended daily intake. Diet studies with the brown headed leafroller showed that larvae and pupae reared on either mānuka or kawakawa had significantly higher levels of macrominerals, particularly sodium, magnesium, potassium, and phosphorus, compared to those on laboratory diets. Larvae reared on mānuka demonstrated higher concentrations of several essential AAs, including histidine, isoleucine, threonine, and valine, with total essential AA content (223.2 mg/g DW) significantly higher than those on laboratory diet (166.6 mg/g DW) (P<0.05). The dietary influence was more significant than life stage in determining amino acid composition. Mātauranga Māori recognises that kawakawa leaves eaten by the kawakawa looper have enhanced medicinal properties. Supporting this knowledge, metabolomic analysis using rapid evaporative ionisation MS (REIMS) revealed distinct chemical changes in leaves eaten by the kawakawa looper (444 features, 16.08% differing from non-eaten leaves). These changes were unique and specific to insect herbivory, as artificially damaged leaves showed no significant differences from control leaves. The metabolomic response also varied between species, with the kawakawa looper and brindled bell moth showing the most distinct profiles (20.79% features differing), suggesting species-specific interactions between insects and kawakawa. This research provides the first comprehensive analysis of native Aotearoa New Zealand insects as a sustainable food source, integrating mātauranga Māori and Western scientific approaches. The findings establish a foundation for developing nutritious insect-based foods that align with cultural values and environmental sustainability, demonstrating the potential of native insects in addressing food security challenges in Aotearoa New Zealand and globally.
Open Access
Living in two worlds: Sir Hēnare Ngata, the first Māori Public Accountant in Aotearoa New Zealand (1917-2011)
(2024) Vidwans, Mohini; Whiting, Rosalind; Fowler, Carolyn
Sir Hēnare Ngata was the first Māori Public Accountant in New Zealand in 1949. Using a biographical approach, we explore his accounting career and the use of his knowledge of the Indigenous and Anglocentric worlds to empower his wider community. The research utilises a career-crafting theoretical framework, archival sources and unstructured, in-depth conversations and meetings conducted with family and work associates to examine his role in the Māori community and impact as an accountant. Career crafting analysis reveals how Sir Hēnare Ngata combined Māori culture, Māori practices and beliefs with the tools of Anglocentric accounting and knowledge of Māori land law to support Māori in navigating land development, business financial requirements and policies and programmes. He made a significant contribution to mana Māori, bicultural management practices and Māori economic development. His bicultural approach combining the holistic Māori worldview and Anglocentric accounting provides rich insights for those involved in social and environmental accounting and governance reporting.
Open Access
Living in two worlds: Sir Hēnare Ngata, the first Māori Public Accountant in Aotearoa New Zealand (1917-2011)
Vidwans, Mohini; Whiting, Rosalind; Fowler, Carolyn
Sir Hēnare Ngata was the first Māori Public Accountant in New Zealand in 1949. Using a biographical approach, we explore his accounting career and the use of his knowledge of the Indigenous and Anglocentric worlds to empower his wider community. The research utilises a career-crafting theoretical framework, archival sources and unstructured, in-depth conversations and meetings conducted with family and work associates to examine his role in the Māori community and impact as an accountant. Career crafting analysis reveals how Sir Hēnare Ngata combined Māori culture, Māori practices and beliefs with the tools of Anglocentric accounting and knowledge of Māori land law to support Māori in navigating land development, business financial requirements and policies and programmes. He made a significant contribution to mana Māori, bicultural management practices and Māori economic development. His bicultural approach combining the holistic Māori worldview and Anglocentric accounting provides rich insights for those involved in social and environmental accounting and governance reporting.
Open Access
Towards an enhanced Māori career framework
(2024) Reid, Lynette; Vidwans, Mohini
Career research models and frameworks have accumulated an impressive wealth of knowledge about the nature of careers over the past three decades. Yet, few appear to enhance awareness and understanding of the diverse ways in which life-career might be constructed and enacted. Career models are predominantly Eurocentric and based on the lived experiences of majority groups and the ways they operate in dominant environments. In this workshop we propose an enhanced Māori career framework based on our research with wāhine Māori accountants in the Aotearoa New Zealand. Researchers have examined the severe under-representation of indigenous people’s barriers to advancing careers, and social exclusion in the accounting profession. Adding to the complexity surrounding discrimination in professional work, indigenous women have faced the “double whammy” of gender and ethnicity discrimination. In our research with wāhine Māori in the accounting profession, normalising Māori knowledge and experiences was paramount. This required us to challenge prevailing structures that determined social conditions and relations which undermine a Māori worldview. We also position the experiences, beliefs and exchanges that occurred between the presenters, as a Māori and non-Māori indigenous researchers. We draw on our cultural identity and research findings to inform this workshop. The career framework developed from our research will illustrate how career pathways are experienced within dimensions of whānau, whakawhanaungatanga and Te Ao Hou. We consider whānau as being central to one’s cultural identity and societal acceptance, i.e. sense of belonging; whakawhanaungatanga refers to relational practices we engage in across structures and organisations, and Te Ao Hou relates to understanding the contemporary world for Māori. We aim to initiate discussion on each of the dimensions with the audience and how this framework may support career practice in schools. We support career practitioners to look beyond Eurocentric career paradigms and value our unique knowledge to enhance their careers and guidance practice.
Open Access
Indigenous accounting career pathways: Despite and beyond
(2024) Reid, Lynette; Vidwans, Mohini; Fowler, Carolyn
Within the accounting field, researchers have examined the severe under-representation of the indigenous peoples that exists, the barriers to advancing careers, and social exclusion. By examining the career narratives of wāhine Māori accountants, we develop insights on career pathways beyond the restrictive practices that exist within the accounting profession. Organisational career research models and frameworks have accumulated an impressive wealth of knowledge about the nature of careers over the past three decades. Yet, few appear to enhance awareness and understanding of the diverse ways in which life-career might be constructed and enacted. These career models are predominantly Anglocentric and based on the lived experiences of majority groups and the ways they operate in dominant environments. We argue that wāhine Māori accounting careers, cannot be explained within this context and any explanation needs to be drawn from a Māori world view. We demonstrate that the dominance of Anglocentric thinking has resulted in accounting and organisational approaches that are not fit for purpose for indigenous accountants and may go some way to explaining the lack of indigenous Māori qualified accountants in the profession. Our research accentuates the lack of indigenous worldviews when narrating organisational career pathways and stories in the profession of accounting. By creating a Māori centred framework for careers, we provide a much-needed perspective on indigenous career experiences in accounting. The results are career narratives, approaches and actions established from Māori ways of thinking, being and doing, which expose a critical understanding of how colonisation is reproduced and the strength of indigenous self-determination and reclamation of sovereignty. We urge researchers to examine their assumptions of indigenous careers towards validating indigenous knowledge.
Open Access
Living in two worlds: Sir Hēnare Ngata, the first Māori Public Accountant in Aotearoa New Zealand (1917-2011).
Vidwans, Mohini; Whiting, Rosalind; Fowler, Carolyn
Sir Hēnare Ngata was the first Māori Public Accountant in New Zealand in 1949. Using a biographical approach, we explore his accounting career and the use of his knowledge of the Indigenous and Anglocentric worlds to empower his wider community. The research utilises a career-crafting theoretical framework, archival sources and unstructured, in-depth conversations and meetings conducted with family and work associates to examine his role in the Māori community and impact as an accountant. Career crafting analysis reveals how Sir Hēnare Ngata combined Māori culture, Māori practices and beliefs with the tools of Anglocentric accounting and knowledge of Māori land law to support Māori in navigating land development, business financial requirements and policies and programmes. He made a significant contribution to mana Māori, bicultural management practices and Māori economic development. His bicultural approach combining the holistic Māori worldview and Anglocentric accounting provides rich insights for those involved in social and environmental accounting and governance reporting.
Open Access
Kaitiakitaka o te taiao | Maori philosophical approaches to sustainable development
(Lincoln College. Centre for Resource Management., 1991-11-17) Gray, Maurice Manawaroa
Drawing on Māori philosophy, this paper discusses sustainability and the environment.
Embargo
Māori branding in New Zealand's food and fibre industry
(New Zealand Institute of Primary Industry Management, 2024-12) Tangiora, Hiraina; Rombach, Meike
This article looks into indigenous branding in New Zealand’s food and fibre industry, which plays a crucial role in the nation’s economy, providing a wealth of opportunities for rural practitioners. However, in an increasingly globalised marketplace, the need for unique identity and differentiation has never been more important.
Open Access
A transdisciplinary approach to understanding the connections between soil and people, through food production: A thesis submitted in partial fulfilment of the requirements for the Degree of Doctor of Philosophy at Lincoln University
(Lincoln University, 2024) Gillespie, Julie
There is a disconnect between soil, food, and people, that is being exacerbated as our populations become increasingly urban-based. This presents a ‘wicked’ challenge for soil and food security that soil science alone is unable to address. Resolving this issue requires understanding the extent and nature of the current (dis)connections, providing an opportunity to extend beyond the disciplinary boundaries of soil science. This research aims to develop an understanding of the (dis)connections between soil and people through the conduit of food in a place-based context by operating at the interface of mātauraka Māori (Māori knowledge) and soil science. This thesis provides two soil-centred examples of TDR in an Aotearoa New Zealand context, applying the He Awa Whiria (braided rivers) epistemological framework to guide the weaving of knowledges. To develop insight into how soil science and mātauraka Māori can be woven together and gain an understanding of historical connections between soil, food, and people, a case study guided by the questions of Mana Whenua regarding their past horticultural land use at Pōhatu (Flea Bay), Te Pātaka o Rākaihautū (Banks Peninsula), is undertaken. In this study, mātauraka Māori identified likely māra (garden) sites in the bay with oral histories identifying features such as gravel additions to the soil to improve drainage and retain warmth. Analysis of soil horizons modified with rounded beach gravels identified phytoliths with a morphotype consistent with kūmara leaves. Undertaking this study has demonstrated the importance of relationships when weaving knowledges, and the benefits of recognising equal value of the knowledges involved. Building on the results and learnings from the Pōhatu case study, a TDR methodology is applied to develop the place-based Food-Landscape Networks (FLN) framework, placing soil at its centre. The FLN framework applies a holistic approach to understanding the reciprocal connections between soil, food, and people in contemporary local food production systems. To assess the suitability of the FLN framework for understanding connections between soil, food, and people, it has been applied to three food-landscapes in Waitaha (Canterbury). Applying the framework makes visible the (dis)connections between soil, food, and people in three food-landscapes with the primary disconnection being people and soil across all three food-landscapes, as well as identifying where interdisciplinary collaboration is needed. This thesis enhances understanding and demonstrates the importance of engaging with mātauraka Māori as a knowledge of equal value to soil science for addressing complex, soil-centred environmental challenges facing Aotearoa New Zealand. The application of the transdisciplinary FLN framework illustrates the complexity of understanding the reciprocal connections between soil and people, highlighting the limitations of soil science in understanding and addressing this disconnect alone. This signals the need for interdisciplinary approaches, nested within TDR, for consumer disconnects to be addressed. The co-production of knowledge by weaving knowledges together to assess and understand these connections provides an opportunity to connect, and reconnect, people with where food comes from to work towards soil and food security.
Open Access
Adaptation to climate change among Māori-Led tourism businesses in Aotearoa New Zealand: A case study of Westland/Tai Poutini National Park, and proximate destination townships
(2024) Hamilton, Abby; Fountain, Joanna; Stewart, Emma; Espiner, Stephen
Using qualitative semi-structured interviews, this study set out to explore how selected Māori-led tourism businesses are experiencing and adapting to the effects of climate change in Westland Tai Poutini National Park and proximate destination townships. The research sought to understand how Māori-led tourism businesses are preparing for anticipated changes in climate and how their business adaptation planning aligns with Māori values. Also explored, in the context of climate change adaption, were the risks and opportunities for Māori-led tourism businesses in Te Tai Poutini. The results of this research offer a a cultural lens on climate change adaptation, which has rarely been considered in tourism. The findings will inform strategy discussions among tourism operators, managers and the wider tourism sector in relation to climate change adaptation planning.
Open Access
Knowledge, mātauranga and science: Reflective learning from the interface
(Taylor & Francis Group, 2024) Saunders, Caroline; Dalziel, Paul; Reid, J; McCallum, A
This essay offers reflective learning on how researchers in the Western science tradition connect to bodies of knowledge created and held outside that tradition. It begins with endogenous growth theory, which explains the unique role of knowledge as an input into economic production. The essay describes how Western science addresses the problem of validating and accessing knowledge, by hosting an expanding corpus of peer-reviewed publications. This academic knowledge does not contain all current knowledge. The essay therefore draws on the authors’ experience in four large research programmes to consider business knowledge and mātauranga Māori. It reflects on agency, tikanga [right behaviour], global conversations about Indigenous knowledge, and decolonising research. The essay finishes with models of knowledge engagement in the interface between western Science and mātauranga Māori that support the mana and integrity of diverse knowledge streams.
Open Access
Ka mauka tapu ariki | The sacred nature of mountains
(Lincoln University, 1993-05-03) Gray, Maurice Manawaroa
Address given to the East Asia Pacific Mountain Association Inaugural Symposium, Lincoln University, New Zealand, 3 May 1993.
Open Access
Nga taonga tapu Maori o te ao kohatua| Prized treasures from the traditional world of the Maori
(Lincoln College. Centre for Resource Management., 1990) Gray, Maurice Manawaroa
This paper describes the traditional world view of the Maori.
Open Access
Indigenous culture and marketing: An Aotearoa perspective
(ANZMAC, 2024-12-10) Arbouw, Paula; Tangiora, Hiraina; McKitterick, Linda; Arli, D; Robinson, L
This study focuses on the gap of an Indigenous perspective in the marketing academy. Specifically, it explores New Zealand commercial marketing practitioners’ perspectives and the integration of Māori cultural elements (Tohu Māori) in the Aotearoa New Zealand context through in-depth interviews of both Māori and non-Māori commercial marketing practitioners. Results indicate the importance of intent, the application of Te Ao Māori, and tikanga (Māori protocol) to convey meaning to prevent tokenism, exploitation, or unauthenticity. Relationships and consultation are critical for using Tohu Māori in marketing for both Māori and non-Māori. Our findings contribute to the marketing academy by incorporating Indigenous culture and perspectives in academic marketing research.
Restricted
Weaving knowledges to understand historical horticultural land use at Pōhatu
(New Zealand Society of Soil Science and Soil Science Australia, 2024-12-02) Gillespie, julie; Payne, Dione; Smith, Carol; Cavanagh, Jo-Anne; Jolly, Dyanna; Edwards, Sarah
As Western models of food production are being increasingly relied upon for global food security, urban populations are losing sight of where food comes from, and what is required to produce sufficient, high-quality food. Given the central role of soil in food production, there is a growing need to understand the (dis)connections between soil, food and people. Existing research suggests that individual disciplines alone are unsuitable for addressing these challenges, and that inter- and transdisciplinary research approaches are required. In an Aotearoa New Zealand context, one approach is looking to opportunities that weave together the knowledge streams of soil science and mātauranga Māori (Māori knowledge). This research applies a transdisciplinary research approach that weaves together mātauraka Māori and soil science to explore the (dis)connections between soil, food, and people through a study of past food landscapes at Pōhatu (Flea Bay) on Te Pātaka o Rākaihautū (Banks Peninsula). This case study employs the He Awa Whiria, Braided Rivers, framework to weave mātauraka Māori and soil science when addressing the questions of Mana Whenua (the Māori community with customary authority over this land), regarding their past horticultural land use in the bay. Analysis of soil horizons modified with rounded beach gravels and organic matter additions identified phytoliths with a morphotype consistent with kūmara leaves with corresponding trace element elevations, indicating potential sources of nutrients. Our research findings can be used by Mana Whenua in their efforts to re-establish these horticultural practices, thus helping to reconnect soil, food, and people. Furthermore, our transdisciplinary approach provides guidelines for others seeking to move beyond the traditional boundaries of soil science to address challenges related to soil and food security, both in Aotearoa New Zealand and internationally
Restricted
Carbon sorption from common agroforestry trees species to pasture soils - implications for climate mitigation
(New Zealand Society of Soil Science and Soil Science Australia, 2024-12-02) O'Hagan, Katie; McNally, Sam; Wells, Naomi; Orwin, kate; Smith, Carol
Increasing soil carbon (C) storage could be an effective climate mitigation strategy and agroforestry is suggested as a strategy to achieve this. For soils to act as an effective C sink, a focus should be put on processes that result in C becoming stabilised as mineral-associated C where it can persist in soils for centuries. Sorption of dissolved organic carbon (DOC) on soil mineral surfaces is one of the primary processes leading to C stabilisation within soils. However, the capacity for different soils to adsorb C substrates depends not only on soil mineral properties but also on substrate chemistry. Therefore, the quality of leaf litter of different agroforestry trees could impact the potential for increasing soil C storage at a given site. To test this, we extracted carbon from the leaves of different tree species to create species-specific DOC solutions. We then conducted a batch sorption experiment using the different DOC solutions to test the interaction of each solution with soils of contrasting mineral properties, and high and low C saturation deficits. This experiment was performed using a fully factorial design enabling all possible interactions to be tested. We found that highly weathered soils with higher iron and aluminium oxide contents adsorbed more C than poorly weathered soils. Differences were also observed in the adsorption potential of the species-specific DOC solutions. Preliminary findings suggest that even in weakly weathered soils, selecting trees for their litter quality has the potential to increase soil C sorption. Therefore, establishing appropriate tree species in agroforestry systems could result in increased stable SOC stocks, contributing to mitigating greenhouse gas emissions.
Restricted
Connecting people to soil: Learnings from the application of the Food-Landscape Networks framework
(New Zealand Society of Soil Science and Soil Science Australia, 2024-12-02) Gillespie, julie; Smith, Carol; Cavanagh, Jo-Anne; Jolly, Dyanna; Edwards, Sarah; Payne, Dione
There is a disconnect between people and soil, which is being exacerbated as our populations become increasingly urban-based. This presents a ‘wicked’ challenge for soil and food security that soil science alone is unable to address. A transdisciplinary research methodology was applied to develop a recently proposed framework, Food-Landscape Networks (FLN), that applies a holistic approach to understanding the reciprocal connections between soil, food, and people in contemporary local food production systems. This framework weaves mātauraka Māori and soil science to look beyond the boundaries of soil science to guide the reconnection of people and soil. The framework consists of six interrelated factors, situating soil health at its centre, that are used to assess the reciprocal connections between soil, food, and people. Our research applies the FLN framework to three food-landscapes in the Waitaha Canterbury region: conventional, organic, and community gardens producing potatoes and/or spinach. Applying the FLN framework reveals clear disconnects between soil, food, and people in these landscapes. It also underscores the urgent need for interdisciplinary collaborations to prevent these disconnects from worsening and to facilitate the reconnection of people and soil through food production. Key findings from applying the FLN framework include identifying that a disconnect between soil, food, and people occurs in all three food-landscapes assessed, with community gardens exhibiting the strongest connection between soil and people. For the disconnect between people and soil to be addressed, the connections between soil and food, and food and people need to be considered in the context of the reciprocal relationships encompassing factors included in the FLN framework, requiring interdisciplinary collaboration before the consumer reconnection can be achieved.
Restricted
Te Rua o Mahara | The pits of memories Weaving knowledge to understand the past
(New Zealand Society of Soil Science and Soil Science Australia, 2024-12-02) Gillespie, J; Nutira, R; Jolly, D; Riddell, E; Phillips, J; Perenara-O'Connell, D; Smith, Carol
Kaitorete is a low-lying spit/barrier complex situated south of Te Pātaka o Rākaihautū (Banks Peninsula). Kaitorete is an Ara Tawhito (ancient trail) and cultural landscape of immense importance, with hundreds of archaeological sites and evidence of pā (settlement, community) and kāinga mahinga kai (food gathering settlement). The eviction of Mana Whenua from Kaitorete in the mid-1800s resulted in disconnection from the whenua (land), impacting the way of living, traditional knowledge, health, economic opportunities, and sovereignty. With the purchase of 1000 ha of land at Kaitorete in 2021, Mana Whenua Te Taumutu Rūnanga and Wairewa Rūnanga, and the Crown established the Tāwhaki Joint Venture, the first and only indigenous-led aerospace company in the world. The aim of Tāwhaki is to heal Kaitorete whenua, advance mātauranga, enrich connections, and bring whānau home. Our research focused on a kāinga mahinga kai, Te Waiotemapua. This ephemeral wetland environment hosts an extensive network of rua (pits) on a lakeside ridge. Investigations centred on the network of rua, with the aim of revealing the stories of people in this landscape held by the soil. This involved looking at the landscape through a mātauranga lens of oral histories, pūrākau (stories), manuscripts, maps, and mahinga kai practices, and using this lens to guide the use of western science tools. We applied soil science methods to look within the soil at the profile and plant microfossils, to enhance knowledge of food gathering, storage, and habitation at this kāinga mahinga kai. Our findings include identifying rua of different sizes and shapes positioned at varying heights on the ridge, signalling a range of uses, and the presence of starch grains in smaller rua, indicating kūmara storage. This transdisciplinary project weaves together mātauranga Māori and soil science, to draw on the past to provide a foundation for future opportunities and growth.
Restricted
Inclusive Australasian cityscapes
(Taylor & Francis, 2024-10-15) Menzies, Diane; Ormond-Parker, Lyndon; Isaacs, Dee
The lands on which Australasian cities were built have always been Indigenous places. Colonists were previously disinterested in providing for Indigenous values in these space. As Indigenous groups find and fight for opportunities to be visible in these contested cityscapes. New innovations enabled by communities of culture and practice are finding greater voice to achieve more ecologically sustainable practices. This paper highlights strategies and policies for reconciling cityscapes for more inclusive healthy relationships between people and the environment. It identifies process-based exemplars from co-design to Indigenous practice and practice-based research, strategies and policies for transformative outcomes in Australasian cities.
Restricted
The integration of Te Ao Māori in marketing: Perspectives from Māori marketing practitioners
Tangiora, Hiraina; Arbouw, Paula
Combining culture and business in a way that is inherently Māori not only creates opportunities for Māori to give back to their communities; it is also good for business itself (Ka'ai, Smith, Haar, & Ravenswood, 2019; UniServices, 2022). Marketers are increasingly using Māori cultural elements in their practices; consider Whittaker’s special edition Miraka Kirīmi (creamy milk) chocolate to celebrate Te Wiki o te Reo Māori (Māori Language Week) (Whittaker’s, 2023). Consequently, it is of interest to explore: What are Māori marketing practitioners’ perspectives and experiences of using Māori cultural elements in their practice? Exploratory interviews with six Māori marketing practitioners were conducted kanohi-ki-te-kanohi (in person) or virtually. The research employed kaupapa Māori (Māori ideology) principles and a wānanga approach adapted from Mahuika & Mahuika (2020) through interactive kōrerorero (conversations). This included karakia (prayers), pepeha (Māori introductions), whakawhanaungatanga (relationship building), and kai (food) (kanohi-ki-te-kanohi only). Interviews were transcribed and analysed for common themes. When defining Māori cultural elements, most participants used Te Ao Māori (the Māori worldview) as their guiding framework. “For me, it's everything…It’s stepping back and viewing Te Ao Māori as a whole”. All participants embraced Te Ao Māori in their own practice and employed a consultation process, often with kaumātua (respected elders). The importance of relationships and whakapapa (genealogy) was emphasised. In terms of use by non-Māori, many participants were broadly comfortable with it, if those using it were also considerate of Te Ao Māori and tikanga.“I will always support and embrace anyone that using multicultural elements if they also have been through that [Te Ao Māori and tikanga] journey themselves”. Personal cultural journeys affected the level to which participants were comfortable with the integration of Māori cultural elements in their practice. All participants seeking further education opted for Te Reo Māori (Māori language) and mātauranga Māori (Māori knowledge), as opposed to marketing. The widespread use of Māori culture, when done well, benefits Māori communities (Roskruge, Morrison, & Maxwell, 2017). In recent years, more non-Māori organisations, like Whittaker’s, have sought to incorporate Māori cultural elements into their branding and external communications. The key to protecting this cultural taonga (treasure) is recognising efforts that support Māori, while calling out misuse. This research adds to the literature by contributing Māori marketing practitioners' perspectives on the use of Māori culture in practice, and supports rangatiratanga (sovereignty) by encouraging commercial efforts to revitalise, and preserve, Māori culture.

Browse

Recent Submissions