The Importance Of Indigenous Media

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The creation of indigenous media content has proven highly beneficial and important for indigenous audiences. Indigenous media is important because it allows a platform for indigenous audiences to present themselves in a way which is often either neglected or negatively portrayed in mainstream media. This is important to the identity work of indigenous cultures and extends to the culture and connection of the indigenous community and wider culture. In particular this essay will focus on the representation of indigenous people in their own media and how they use indigenous media to show accurate and positive representations of themselves. Specifically focusing on television content, this essay will draw upon work by media scholars to illustrate …show more content…

For example, Poihipi notes that by acknowledging Māori people in the media as a collective group it gives a “false impression of a unified Māori opinion” (3 Poihipi). Indigenous media however acknowledges the diversity within indigenous cultures and allows the opportunity for individual representation by producing shows which represent this. For example, shows on Māori Television such as ‘Iwi Anthems’ have been created to respond to this. The programme “showcases performances of our unique tribal songs combined with informative interviews” showcasing the “personality and qualities of each iwi” (Māori Television). Quote from Poihipi about iwi shows. This is important for not only indigenous audiences but the wider public community, including non-indigenous audiences, as it gives an authentic insight and promotes understanding. Additionally, through media technology such as ‘on demand’ services, this new information can be gained despite geographical boundaries.
However, despite the multitude of positive effects that the participants observed they still acknowledged problem areas within current Māori media. For example, lacking funds, inability to access certain channels and limited content produced in the South Island of New Zealand were all of concern for the participants particularly concerning that the participants all live in a low Māori population area (). Additionally, both Aboriginal and Māori participants voiced concern over who benefits from research into media usage by indigenous audiences

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