Last year Joelle Holland invested all of the money she had saved for a home deposit and put it into a baby product business called Hawaiiki Pēpi.

The sole focus of Hawaiiki Pēpi is to teach Māori children to be proud of their culture and language.

Hawaiiki Pēpi has already reached more than $100,000 in sales, but most importantly for its owner, it has delivered on its promise to encourage and normalise all things Māori.

“I don’t have any experience in business at all. But what I do have is a passion for my culture and the revitalisation of our language,” she says.

“This venture was a way for me to express that and show people how beautiful Māori can be.”

Holland (Tainui, Tūhoe, Ngāti Whātua) came up with the idea after giving birth to her children Ivy-āio, three, and Ryda Hawaiiki, one.

The online business that Holland manages and runs from her home, creates Māori-designed products such as blankets for babies.

Proud to be Māori
“When my eldest child was in my puku, I was trying to find baby products that showed that we were proud to be Māori. There weren’t any at the time. That’s how the idea of Hawaiiki Pēpi came about,” she says.

With the support of her partner Tayllis, Holland decided to take a risk and enter the competitive baby industry.

To prepare for her very first start up, Holland took business courses, conducted her own research and did 18 months of development before launching Hawaiiki Pēpi at the end of last year.

“The aim is to enhance identity, te reo Māori and whakapapa. We are hoping to wrap our pēpi in their culture from birth so they can gain a sense of who they are, creating strong, confident and unapologetically proud Māori.”

Holland grew up in Auckland and went to kohanga reo and kura kaupapa before spending her high school years boarding at St Joseph’s Māori Girls College in Napier.

She says that language is the key connection to one’s culture. It was through learning te reo Māori from birth that instilled in her a strong sense of cultural identity. It has motivated her in all of the important life decisions that she has made.

‘Struggled through teenage years’
“I struggled throughout my teenage years. I was trying to find my purpose. I was searching for who I was, where I came from and where I belonged.

“I realised that the strong connection I had to my tupuna and my people was through the language. Everything has reverted back to te reo Māori and it has always been an anchor in my life.”

Holland went to Masey University to qualify to teach Māori in schools, juggling study, with taking care of two children under three, and starting a new business.

This year, she completed her degree in the Bachelor of Teaching and Learning Kura Kaupapa Māori programme. The qualification has allowed Holland to add another powerful tool in her life that nurtures Māoritanga in the younger generation and contributes to the revitalisation of te reo Māori.

“I loved my studies. Every aspect of the degree was immersed in te reo Māori, from our essays, presentations to our speeches. Although I grew up speaking Māori, I realised there is still so much more to learn,” she says.

For now, Holland will be focusing on growing her business and raising her children before embarking on a career as a teacher.

“My end goal is to encourage all tamariki to be proud of their Māoritanga, encourage them to speak their language and stand tall.”

This article is republished under a community partnership agreement with RNZ.

Article by AsiaPacificReport.nz

Christina Dawa Kutsmana Thomas is on a mission to save her indigenous language from extinction. There are only eight people from her reservation in the state of Nevada who are fluent in Numu Yadooana — Northern Paiute, and they’re aged 70+.

“I feel like I’m under immense pressure. If I don’t do this, then who will? My people have become assimilated into modern life and we have to face the harsh reality that few people speak our language,” she says.

“It’s harder for my people to have a language renaissance because there are so many different tribes in America — 574. That’s 574 completely different languages, cultures, and histories.”

Thomas has spent the last eight months in New Zealand as a US Fullbright Scholar, attending kohanga reo, kura kaupapa, and classes at the University of Auckland, to observe and understand how te reo is being taught.

It’s been an eye-opening experience compared to how indigenous languages are treated in the US, she says.

“It’s hard for people to find time to learn our language, it’s a struggle to get people to attend community classes or seek it out on their own. We also don’t have resources, books, or a strong curriculum that ensures fluency for new language speakers.

“I feel grounded being in Aotearoa because I can see the support and the love for te reo and Māori culture, and it gives me the reassurance that I can do this.”

Growing up not speaking
Thomas grew up on the Pyramid Lake Paiute Reservation in Wadsworth, Nevada. Although it was a close-knit community, their Native language was discouraged from being spoken at home.

“My grandmother’s first language was Paiute, but she didn’t speak it to her own children, and discouraged my great-grandma to teach it to my mom. I then in turn grew up not speaking.

“At this time, Native people in the US were discouraged to speak their language and were trying to blend in with society in order to save their children from ridicule and racist remarks.”

Thomas was in her 20s and attending the University of Nevada in Reno when she came across an elder from her tribe who was teaching Paiute language classes at the Reno-Sparks Indian Colony.

“I grew up on a reservation and I knew my tribal affiliations but I did not know my history or the language. I started going to language classes and caught on quickly.”

Driving force
She was encouraged to take one-on-one lessons and found a new passion. Thomas has since been a teacher of the Paiute language in public high schools, a language consultant, and instructor for her tribe. She was the driving force behind the Paiute language being established as the first Indigenous language course at the University of Nevada.

For the past decade, Thomas has also been involved in Native arts and language regeneration projects. She was set to study to become an orthodontist, but her passion for language revitalisation and her culture made her change careers.

She enrolled to study to earn a PhD in Native American Studies at the University of California in the city of Davis.

She spent two weeks in New Zealand in 2018 as an undergraduate student conducting research on te reo, visiting language nests, primary, secondary, and tertiary schools.

In 2019, Christina returned to present her research at the University of Waikato for the Native American Indigenous Studies Association yearly international conference. She vowed then that she would be back for an extended period to focus and observe further about language regeneration.

Thomas returned to Aotearoa in February 2023 and will be flying home at the end of this month.

“New Zealand is known for its revitalisation of the te reo Māori. I had previously made connections here, so I knew that whānau would be able to help place me into schools and spaces for me to observe and learn.”

20 percent “native speakers”
Until World War II, most Māori spoke their te reo as their first language. But by the 1980s, fewer than 20 percent of Māori spoke the language well enough to be classed as native speakers.

In response, Māori leaders initiated Māori language recovery-programs such as the kōhanga reo movement, which started in 1982 and immersed infants in Māori from infancy to school age.

In 1989, official support was given for kura kaupapa Māori-primary and secondary Māori-language immersion schools.

The Māori Language Act 1987 was passed as a response to the Waitangi Tribunal finding that the Māori language was a taonga, a treasure or valued possession, under the Treaty of Waitangi and the Act gave te reo Māori official language status.

“I’d love to see everything that has been accomplished here in Aotearoa happen back home in my community,” Thomas says.

“My dream after I complete my PhD is to go home and open our very own kohanga reo.”

Thomas says what she has observed in New Zealand has been invaluable and will carry with her for the rest of her life.

“I’ve seen how teachers and kura are working towards Māori-based learning, by, with and for Māori.”

Trans-indigenous connection
“There’s a trans-indigenous connection. Our language is connected to our land and our ancestors by our songs, languages and stories. The beliefs we have as Indigenous people are connected and similar in so many ways.”

Throughout this journey, Thomas has brought her seven-year-old son, Jace Naki’e, along for the experience.

“I was really excited for him to be able to go to school here and have this experience. He loves kapa haka and learning about Māori culture. He’s also been able to share his culture in return.”

This article is republished under a community partnership agreement with RNZ.

Article by AsiaPacificReport.nz

Earlier this year, I met an Aucklander whose teenage passion for K-pop sparked an interest in the Korean language and culture in general, and led to them learning Korean as a second language.

It made me wonder what lessons could be learnt for the revitalisation of the Māori language. Specifically, given the importance of teenagers in those revitalisation efforts, what can we learn from the way the so-called “Korean Wave” is subverting the English language as the language of popular culture?

There is already work being done in this area. The central argument of Dr Hinurewa Poutu’s PhD research in 2015 concerned the need to create opportunities for Māori to be considered “cool” by adolescents.

• READ MORE: This article marks Māori Language Week/Te Wiki o te Reo Māori. You can read the full article in Māori here.

As Dr Poutu stated at the time:

English tends to be used socially, as there aren’t enough opportunities to hear Māori in social situations or to learn Māori expressions for gossiping with your friends, courting, playing. For most kids, te reo Māori is used in formal contexts only.

Making Māori cool
Five years on, AUT’s Te Ipukarea Research Institute is leading a project looking at how the Māori language can be better supported in the lives of adolescents. Funded by Ngā Pae o te Māramatanga, this research is based on the idea the Māori language of adolescence forms the building blocks of non-formal adult language.

In other words, it is about the informal language of friendship, humour, relationships, emotions and mental health that sets a pattern for everyday use later in life.

Our preliminary findings show the potential strategic importance of the adolescent age group for Māori language revitalisation. Teenagers are trendsetters – as such, they can have an impact on (and be influenced by) the perceived value of the Māori language and therefore its status.

Maimoa is a collective of young Māori artists “coming together to make more Māori music”.

However, a previous study by Te Ipukarea found there are few Māori language resources and not much Māori language content (novels, TV, music, games) aimed at this age group.

READ MORE: K-pop fans are creative, dedicated and social – we should take them seriously

This is especially true when compared to the resources available to younger age groups, such as early childhood learners.

When it comes to what is considered “cool”, of course, the influence of entertainment, social media and pop culture on adolescents is clear. After meeting the K-pop-loving Korean language graduate, I began to imagine what it might look like if the Māori language revitalisation movement tapped into that age-group: trendsetting, fandom-building teens.

Challenging English language dominance
The Korean Wave is challenging the dominance of English as the lingua franca of pop culture. The rise in popularity of K-pop, K-dramas (which Netflix has acquired and invested in) and films such as Parasite (winner of the 2020 best picture Oscar, the first “foreign language” film to do so) with non-Korean audiences shows language is no longer the barrier it once was.

Best film in any language: Parasite wins the 2020 Oscar.

These forms of entertainment have simply become part of the wider popular culture. Take Korean group BTS (also known as the Bangtan Boys) – currently among the biggest pop acts in the world, consistently breaking records and garnering a huge worldwide fan base.

READ MORE: Māori loanwords in NZ English are less about meaning, more about identity

BTS can sing in English but choose to release the majority of their music and other content (a variety show, a travel show, movies, behind-the-scenes footage) in Korean. This year they released Learn Korean with BTS, underscoring the link between the Korean Wave and the uptick in numbers learning the Korean language.

Towards a new Māori wave
There are obvious differences between Korean and Māori. Māori is still a recovering, minority language, while Korean has over 50 million speakers in South Korea alone.

However, if young people in Aotearoa are inspired by Korean pop culture to learn the Korean language, it at least provides an insight into what the Māori language revitalisation movement can learn from the Korean Wave.

The Korean Wave is actually the result of a hugely successful strategic push by the Korean government to export its culture to the world and boost its “soft power”. In other words, Korea set out to be the coolest culture in the world.

With that in mind, strategically resourcing the production of Māori language content for pop culture needs to be a priority in any plan to capture the adolescent age group.

I hope that one day Māori language music will consistently enter the charts, my Netflix list will be full of Māori language dramas, and a Māori language film will be promoted and celebrated the way Parasite has been.

Dr Rachael Ka’ai-Mahuta, is senior lecturer in Māori Language Revitalisation at the  Auckland University of Technology. This article is republished from The Conversation under a Creative Commons licence. Read the original article.

Article by AsiaPacificReport.nz

By Meriana Johnsen, RNZ News journalist

More than one million New Zealanders took up the challenge today of using te reo Māori for the single, largest celebration of the language in history.

With covid-19 restrictions putting a stop to the annual Māori Language Week parades, the Māori Language Commission instead encouraged people to use the reo in some way, shape or form at noon, and the nation responded, with one in five New Zealanders registering to take part.

As the clock struck noon, more than 130 students and staff at the Wellington-based drama school Toi Whakaari belted out their school waiata, Toi Whakaari E.

School director Tanea Heke said they chose to sing the waiata to celebrate Te Wā Tuku Reo Māori because it was the one thing all staff and students could do well.

Taking part was student Waitahi McGee from Ngāti Wai, Ngāti Maniapoto, Tūwharetoa and Ngāti Tama ki Te Tau Ihu, who said she was reinspired to complete her te reo Māori journey.

“I’ve begun it but I haven’t finished it yet but I think that’s a life thing, but I appreciate this week because it helps remind me how important it is,” she said.

“I believe te reo Māori brings spirit and poetry and spirituality to existence – like, aroha, it’s not just love, it’s to share a breath, it’s to give but to take and there’s just so much poetry and depth to te reo Māori.”

Kōrero in the office
TBI Health physiotherapist Davide Castorina organised a kōrero in his office where kaimahi got together to introduce themselves in te reo Māori and say their favourite word.

“My Māori kupu was ‘tautoko’ [which] is really important and really relevant to what we were doing, because majority of my colleagues are not reo speakers and so it was good, because we were all there to support each other, so not to be whakamā and [to] be brave, be courageous.”

Castorina is originally from Italy, but has committed to learning te reo for his Māori children, and to help get rid of the inequities Māori face in the healthcare system.

He would also be presenting to the TBI Health clinicians on the Whare Tapa Whā, the Māori health model, later this week and how staff could incorporate it into their work.

Te Taura Whiri, the Māori Language Commission, held a ZuiMano Zoom meeting with 1000 participants where they shared karakia, and inspiring kōrero to mark the Māori Language moment.

However, more than 10,000 people tried to join the Zoom meeting at once, causing it to crash, which Te Taura Whiri chief executive Ngāhiwi Apanui said was “disappointing”.

‘We’re ecstatic about te reo’
He didn’t expect there to be such a positive response to the Te Wā Tuku Reo Māori kaupapa.

“We’re ecstatic about that, but I think I’m happier because it confirms to us that the value we’ve been trying to build for te reo over the last four, five years has now happened so it’s really a vindication in that way, but with all of these things there’s always a tomorrow, so the tomorrow for us really is how do we turn all that value into speakers of te reo Māori.”

The Māori Language Commission aims to have one million speakers of te reo Māori by 2040.

To see what other people got up to for the Māori Language Moment, visit www.tuku.reomaori.co.nz

Māori Party, Greens, Labour launch te reo policies
The Māori Party is pledging to officially change the country’s name from New Zealand to Aotearoa and replace Pākehā place names with their given Māori names.

In an announcement today, Waiariki candidate Rawiri Waititi said it was a bold move towards making te reo Māori a language for all of Aotearoa.

“It is unacceptable that only 20 percent of our people can speak their own language and that only 3 percent of the country can speak its official language. We need to be doing more at a systemic level to protect and promote the reo of Aotearoa,” Waititi said.

Te Pāti Kākāriki (the Green Party) also used today as an opportunity to call on the government to step up their game on their commitment to te reo Māori.

It is calling for te reo Māori to be made a core school subject up to Year 10.

Green Party co-leader Marama Davidson said the government must make te reo Māori a core curriculum subject if it was serious about integrating te reo Māori into schools by 2025.

Maihi Karauna is the Labour Party’s strategy, with the goal of achieving 1 million te reo Māori speakers by 2040.

“This government is committed to recognising tikanga, mātauranga and te reo Māori as part of New Zealand’s national identity – it is what makes us unique. Making New Zealand history compulsory in schools, support for Te Pūtake o te Riri and initiatives like this demonstrates this commitment to strengthening as a country,” said the party’s spokesperson for Māori development, Nanaia Mahuta.

This article is republished by the Pacific Media Centre under a partnership agreement with RNZ.

Article by AsiaPacificReport.nz

Since 2001, I’ve worked in both mainstream news and Māori media. I love journalism but it’s a hard slog being a Māori reporter.

In the mainstream news, Māori reporters are a minority, Māori stories and voices aren’t given a similar priority to other stories unless it’s adversarial.

This is problematic because it creates inequity for Māori.

READ MORE: Te Wiki o te Reo Māori – Māori language week

We don’t provide a counter-balance to the adversarial stories because we don’t report enough on other aspects of Māori society. This distorts the narrative about Māori by portraying them negatively and as being outside the perspective of the news media.

The example for Māori can be used for any minority culture in Aotearoa New Zealand.

The news media system, its organisations and personnel are supposed to represent everyone. They don’t and never have historically.

The first papers appeared in the mid-1800s. They were instruments of the Crown and represented settlers’ perspectives on issues related to settlement including land disputes with Māori.

News media set up to favour Western ideologies
Like so many other colonial systems such as education, the news media was set up to support and favour Western European ideologies and practices.

For Māori to be included in any of those structures they have to adopt English and Pākehā cultural norms. If they don’t, then they are excluded.

The public voices and perspectives of Māori were marginalised by the news media then and although it has improved over time, Māori are still not well represented now.

Mainstream newsrooms across the country are mainly filled with Pākehā. This is neither good nor bad, it is a fact. What this means is, if we’re not aware of it, the lens being used to generate the news and influence our communities is monocultural.

As journalists, we are held to account by public opinion, a set of industry principles, defamation laws and newsroom codes of conduct. We are supposed to be independent, without bias or favour.

This is difficult to achieve when the news system and newsrooms aren’t being constantly monitored to ensure it isn’t biased or favours Pākehā perspectives.

Hard for younger minority journalists
In my early reporter years, I dropped aspects of my Māoritanga to fit in. This isn’t the case for me now because I’m a senior reporter but it can be for younger minority journalists.

My independence, important to journalism, is often questioned by other reporters and the public. I’m seen to be biased because I’m Māori and focus on Māori perspectives.

I have a file full of emailed complaints, some of them racist, about the stories I write.

For example, one guy called me a “f….. b…. and said: “The reason there is racism in this country is because you are a racist against New Zealand Europeans opening your racist gob and spreading your racist words.”

It can get a bit lonely being the lone Māori voice in a newsroom. I have a Stuff whānau who supports me. I could stop focusing on Māori but who else will do it?

It is my way of supporting the community even though I’ve been left in tears by Māori questioning how Māori I am and why I’m reporting on them.

When I backed Stuff’s campaign to make Matariki a public holiday, a Māori reader called me a kūare, an insulting term.

A purpose to the query
I like it when colleagues ask me for advice on all things Māori, I don’t mind because there is a purpose to the query. But sometimes, cultural differences can cause conflict in the newsroom.

I recall years ago printing off a report and my workmate said, ‘could you hurry up with printing that Māori s…’. Another colleague around that time asked me to stop pronouncing Māori place names correctly because no one knew where I was talking about.

I nearly got into a physical fight with a reporter who called my cultural practices, politically correct bulls….

Obviously I wouldn’t still be in the industry if I didn’t think there is some good in it, including all the people I’ve worked with over the years, despite our differences. Newsrooms are trying to be more inclusive in everything they do. We’ve come a long way from our news forefathers of yesteryear.

At Stuff, we no longer pluralise Māori words, only an apostrophe ‘s’ on possessive nouns. In 2017, Stuff introduced macrons during te wiki o te reo Māori, the Māori Language week.

This weekend, we kicked off plans to reclaim te reo Māori and culture in support of Māori language week. All of our mastheads will carry reo Māori names supported by local iwi.

Uplifting the voices of Māori
We’ve been purposefully creating projects and stories to uplift the voices of Māori and all cultures of Aotearoa New Zealand such as Nā Niu Tīreni and our new series, Aotearoa in 20.

I believe the news system can be better and more inclusive. Our younger generation of reporters tend to be less monocultural in their views and thinking.

But if we don’t change our representation of all cultures now, they may carry the same marginalisation practices of the past into the future.

The older ones, like myself, know it’s time to do more if we are to truly represent the bicultural foundations of Aotearoa New Zealand and its multicultural society.

Carmen Parahi (Ngāti Kahungunu, Ngāti Hine, Rongowhakaata) is national correspondent for Stuff. The Pacific Media Centre/Te Amokura is republishing her articles with permission.

Article by AsiaPacificReport.nz

Teenage trendsetters are one of the keys to sustainable language revitalisation and points to an unlikely source of inspiration – the Korean wave, says Dr Rachael Ka’ai-Mahuta of Auckland University of Technology’s Te Ipukarea Research Institute.

Korean popular culture is driving interest in Korean language and culture, and has had a large impact on wider popular culture, to the extent that the Korean Wave is subverting the English language as the language of popular culture.

Dr Ka’ai-Mahuta said that pop culture impacted on the language choices teens made, and points to the lack of te reo material aimed at teens/young adults.

READ MORE: Te Wiki o te Reo Māori – Māori language week

“Language and culture go hand in hand. They inform each other, and learning a language provides insights into culture that otherwise might pass us by,” said Dr Ka’ai-Mahuta.

“There’s an amazing wealth of te reo Māori resources available now, but they’re mostly targeted at younger kids, particularly preschoolers.

“We need more Māori language content like novels, TV shows, music and games aimed at teens.

“Teens have a role as trendsetters and fandom-builders. They have the power to adopt and normalise te reo Māori and make it part of their everyday lives.

Te Ipukarea Research Institute at AUT is currently leading a research project, funded by Ngā Pae o te Māramatanga, looking at how the Māori language can be better supported in the lives of adolescents, based on the idea that the Māori language of adolescence forms the building blocks of non-formal adult language, or the language of friendship, humour, relationships, emotions, and mental health.

The preliminary findings of show the strategic importance of the teenage age group for Māori language revitalisation, noting that teenagers are trendsetters and can have an impact on and be influenced by the perceived value of the Māori language and therefore, its status.

“I like to imagine a near future where we have equivalents of KPop group BTS or movies in te reo Māori that garner the widespread admiration of award-winning movies like Parasite,” said Dr Ka’ai-Mahuta.

Article by AsiaPacificReport.nz