Te ahurea Māori: Me mātua mōhio te kairīpoata

Why This Matters

For journalists in Aotearoa New Zealand, understanding Māori culture is a professional necessity. Our culture, values, and practices are woven into the fabric of New Zealand society. Misrepresenting or oversimplifying Māori culture in the media can perpetuate stereotypes, cause offence, and erode trust with Māori audiences.

This guide is designed to provide journalists with a foundational understanding of Māori culture, from core concepts like tikanga and manaakitanga to contemporary issues and common pitfalls. It is not a substitute for building relationships with Māori communities or consulting experts, but it is a starting point for respectful and accurate reporting.

The Basics: Core Concepts in Māori Culture

1. Whakapapa: The Foundation of Māori Identity

Whakapapa (genealogy) is the cornerstone of Māori identity. It connects individuals to our ancestors, whenua and the natural world. For Māori, whakapapa is not just a family tree — it is a spiritual and cultural framework that defines who we are and where we belong. When we meet with you, we think about your whakapapa too!

Key Points for Journalists:

• Whakapapa is often recited at the beginning of speeches or introductions (pepeha). It establishes a person's identity and connections.

• It is not appropriate to ask a Māori person to recite their whakapapa on demand. This is a deeply personal and many of us weren't raised with it. Just ask us to introduce ourselves comfortable, and we will.

• When reporting on Māori issues, acknowledge the importance of whakapapa in decision-making, but don't over-romanticise things.

Example: In stories about resource management or land disputes, whakapapa is often central to Māori claims. For example, the Whanganui River was granted legal personhood in 2017, recognising its status as a tupuna, an ancestor, in the whakapapa of the Whanganui iwi.

2. Mana: Prestige, Authority, and Spiritual Power

Mana is a multifaceted concept that encompasses prestige, authority, spiritual power, and influence. It can be held by individuals, families, tribes or even objects and places. Mana is earned through leadership, knowledge, and adherence to tikanga (customs).

Key Points for Journalists:

• Mana is not static — it can be gained or lost through actions.

• Respecting mana means acknowledging the authority and expertise of Māori leaders and organisations, and it's very common sense. Just treat us how you would want to be treated.

• Avoid assuming that mana is held by a particular individual or group without verification.

3. Tapu and Noa: Sacred and Ordinary

Tapu and noa are a balance that governsmuch about Māori behaviour and our interactions with the world. Tapu refers to things that are sacred, restricted, or set apart, while noa refers to things that are ordinary, free from restriction and able to be freely used.

Key Points for Journalists:

• Tapu can apply to people, places, objects, or even times. For example, a marae (meeting grounds) is tapu, as are the heads of people (te upoko).

• Noa is often used to neutralise tapu. For example, food (kai) is noa and can be used to remove tapu from a person or place.

• When visiting a marae for the first time, if you arrive for a work topic and are unclear on the protocal, you can head around the back to make yourself known. This is not considered rude, and this is not a breach of tapu. Find out what to do, then do that. The home people will find a way to make it noa.

4. Tikanga: Customs and Protocols

Tikanga refers to the customs, practices, and protocols that guide Māori behaviour. It is often translated as "the Māori way of doing things".

Key Aspects of Tikanga:

• Manaakitanga: Hospitality, care, and respect for others. This is a core value in Māori culture and is often demonstrated through the sharing of food and the provision of accommodation.

• Kaitiakitanga: Guardianship and protection of the environment. This concept underpins Māori approaches to conservation and resource management.

• Whanaungatanga: Relationships and connections. Building and maintaining relationships is central to tikanga.

• Rangatiratanga: Sovereignty, self-determination, and leadership. This concept is often invoked in discussions about Māori rights and autonomy.

Key Points for Journalists:

• Tikanga varies between iwi and hapū. What is appropriate in one context may not be in another.

• Tikanga is not rigid—it evolves to address contemporary issues while maintaining its core values.

• When reporting on Māori events or issues, ask about the tikanga that applies. For example, is photography allowed? Are there restrictions on who can speak?

Example: In 2021, the New Zealand Parliament updated its tikanga to allow members to deliver speeches in te reo Māori without prior notice. This change reflected the evolving nature of tikanga in a modern context.

5. Whenua: Land and Identity

Whenua means both "land" and "placenta," reflecting the deep connection between Māori and their ancestral lands. Land is not just a physical resource—it is a source of identity, history, and spiritual connection.

Key Points for Journalists:

• For Māori, land is not a commodity to be bought and sold. It is a taonga (treasure) that is passed down through generations.
• The loss of land has been a central issue in Māori history, from the New Zealand Wars of the 19th century to contemporary Treaty settlements.
• When reporting on land disputes or resource management, acknowledge the cultural and historical significance of the land to the iwi or hapū involved.

Example: The return of Te Urewera to the Crown in 2014 and its subsequent granting of legal personhood was a landmark moment in the recognition of Māori relationships with land. Te Urewera is now managed as a legal entity with its own rights and interests.

Contemporary Context: Māori Culture Today

Māori culture is not a relic of the past—it is a dynamic and evolving part of contemporary New Zealand. Understanding this context is essential for journalists who want to report on Māori issues accurately and respectfully.

1. The Māori Renaissance

Since the 1970s, there has been a resurgence of Māori culture, language, and identity. This "Māori Renaissance" has been driven by a range of factors, including:

• The growth of Māori urbanisation and the development of urban Māori communities.
• The establishment of Māori institutions, such as kura kaupapa (Māori-language schools) and whare wānanga (Māori universities).
• The revival of te reo Māori, supported by initiatives like Māori Language Week (Te Wiki o te Reo Māori) and the Māori Television channel (Whakaata Māori).
• The recognition of Māori rights through Treaty settlements and legal reforms.

Key Points for Journalists:

• The Māori Renaissance is not a monolithic movement. It encompasses a diversity of perspectives and approaches.
• It is not just about "preserving" Māori culture—it is also about adapting and innovating in response to contemporary challenges.

2. Māori in the Media

Māori have long been underrepresented in New Zealand media, both as subjects and as creators. However, there has been significant progress in recent years, with the growth of Māori-led media outlets and the increasing visibility of Māori stories in mainstream media.

Key Māori Media Outlets:

• Whakaata Māori: A national Māori television channel that broadcasts in te reo Māori and English.
• Te Ao Māori News: An online news service that covers Māori issues and perspectives.
• Waatea News: A Māori radio network that provides news and current affairs in te reo Māori and English.
• RNZ Māori: Radio New Zealand's Māori programming, including Te Ahi Kaa and Te Manu Toroa.
• Tārake: An independent Māori news and analysis service that provides in-depth coverage of Māori issues.

Key Points for Journalists:

• Māori media outlets often provide perspectives and analysis that are missing from mainstream media.

• Building relationships with Māori media can help journalists access Māori sources and stories.

• When reporting on Māori issues, consider the diversity of Māori media and the range of perspectives they represent.

3. Māori and Politics

Māori are active participants in New Zealand politics, both as voters and as representatives. The Māori seats in Parliament, established in 1867, are a unique feature of New Zealand's political system, ensuring Māori representation in the House.

Key Points for Journalists:

• The Māori seats are not the only way Māori are represented in Parliament. Many Māori also stand for and win general electorates.

• Māori political parties, such as the Māori Party and Te Pāti Māori, advocate for Māori rights and interests.

• Māori issues are not just "Māori issues"—they are New Zealand issues. For example, the Treaty of Waitangi, Māori land rights, and Māori health disparities are central to New Zealand's national identity and development.

Example: In 2020, the New Zealand Parliament declared a climate emergency, acknowledging the disproportionate impact of climate change on Māori communities. This was a recognition of the intersection between Māori rights and environmental issues.

4. Māori and the Economy

Māori are significant contributors to New Zealand's economy, both as workers and as business owners. The Māori economy is estimated to be worth over $50 billion, encompassing a range of sectors, including agriculture, fishing, tourism, and technology.

Key Points for Journalists:

• The Māori economy is not just about "Māori businesses"—it is about the economic contributions of Māori as a whole.

• Māori economic development is often guided by values such as kaitiakitanga (guardianship) and manaakitanga (hospitality).

• When reporting on the Māori economy, acknowledge the historical and contemporary barriers that Māori face, such as access to capital and discrimination.

Example: The settlement of Treaty claims has provided iwi with financial resources to invest in economic development. For example, Ngāi Tahu's investment arm, Te Rūnanga o Ngāi Tahu, has a portfolio worth over $1.8 billion and invests in a range of sectors, including property, tourism, and education.

5. Māori and Social Issues

Māori face a range of social challenges, including health disparities, education gaps, and overrepresentation in the criminal justice system. These issues are often rooted in historical and contemporary inequalities.

Key Points for Journalists:

• When reporting on Māori social issues, avoid deficit framing—focusing only on the problems without acknowledging the strengths and resilience of Māori communities.

• Māori are not a homogenous group. Social issues affect Māori in different ways depending on factors such as iwi, location, and socioeconomic status.

• Māori-led solutions are often the most effective in addressing Māori social issues. For example, Māori health providers have been at the forefront of innovative approaches to improving Māori health outcomes.

Example: The Whānau Ora programme, launched in 2010, is a Māori-led approach to social services that focuses on the holistic well-being of whānau (families). It has been successful in improving outcomes for Māori in areas such as health, education, and employment.

Common Mistakes in Reporting on Māori Culture

Despite the best intentions, journalists often make mistakes when reporting on Māori culture. Here are some of the most common pitfalls—and how to avoid them.

1. Treating Māori as a Monolith

• Mistake: Assuming that all Māori share the same views, experiences, or cultural practices.

• Fix: Acknowledge the diversity of Māori perspectives and experiences. When reporting on Māori issues, seek out a range of voices and viewpoints.

2. Exoticising Māori Culture

• Mistake: Portraying Māori culture as "exotic" or "mystical," rather than as a living, contemporary part of New Zealand society.

• Fix: Treat Māori culture with the same respect and normalcy as you would any other culture. Avoid sensationalising or oversimplifying Māori practices.

3. Ignoring the Historical Context

• Mistake: Reporting on Māori issues without acknowledging the historical context, such as colonisation, land confiscations, or the Treaty of Waitangi.

• Fix: Provide historical context in your reporting. Explain how past events and policies continue to impact Māori today.

4. Misusing Māori Terms

• Mistake: Using Māori terms incorrectly or without understanding their meaning. For example, using whānau to refer to any group of people, rather than a family or extended family.

• Fix: Take the time to understand the meaning and appropriate use of Māori terms. When in doubt, ask a Māori language expert or consult a resource like Te Reo Māori Dictionary.

5. Failing to Consult Māori Sources

• Mistake: Reporting on Māori issues without consulting Māori sources or experts.

• Fix: Build relationships with Māori communities, organisations, and experts. Seek out Māori voices for your stories, and ensure they are represented accurately and respectfully.

6. Overlooking Māori Achievements

• Mistake: Focusing only on the challenges and struggles of Māori, while ignoring their achievements and contributions.

• Fix: Balance your reporting by highlighting Māori successes and innovations. Celebrate Māori achievements in areas such as arts, sports, business, and academia.

Building Relationships with Māori Communities

Respectful and accurate reporting on Māori culture requires building relationships with Māori communities. Here are some tips for journalists:

1. Attend Māori Events: Participate in local Māori events, such as pōwhiri (welcome ceremonies), hui (meetings), and cultural festivals. This will help you understand Māori culture and build connections with the community.

2. Learn te reo Māori: Even a basic understanding of te reo Māori can go a long way in building rapport with Māori sources. Use resources like Kōrero Māori or Te Reo Māori Dictionary to start learning.

3. Consult Māori Experts: When reporting on Māori issues, seek out Māori experts and organisations for their perspectives. This could include iwi leaders, academics, or community representatives.

4. Respect Tikanga: Familiarise yourself with the tikanga of the communities you are reporting on. For example, if you are attending a pōwhiri, follow the protocols for visitors, such as removing your shoes and waiting to be invited to speak.

5. Be Transparent: When seeking information or interviews from Māori communities, be clear about your intentions and how the information will be used. Respect their right to decline or to set conditions for their participation.

6. Give Back: Consider how you can give back to the Māori communities you report on. This could include sharing your stories with local Māori media, offering to provide training or resources, or supporting Māori-led initiatives.

Further Reading on Tārake

• The Treaty of Waitangi: A Journalist's Guide

• Māori Media in 2026: Who's Covering What

• Interview: A Māori Scholar on Cultural Appropriation

• How Tārake Covers Māori Issues: Our Editorial Approach