The Representation of Maori in Local Chinese Language News Media in New Zealand

This study aims to elucidate the perceptions of new Chinese migrants towards Maori and discover the possible influence of the local Chinese media on the formation of those views. A quantitative questionnaire survey was undertaken to investigate the perceptions of new Chinese migrants towards Maori. A content analysis of Maori-related reports in the local Chinese media was carried out simultaneously to investigate how Maori were portrayed. The survey found that most Chinese participants had negative perceptions of Maori and were wary about the indigenous rights of Maori. Most participants had limited personal contact with Maori and relied heavily on local Chinese media to get information. The content analysis revealed that Maori were often negatively portrayed by the local Chinese media and that the source of most Chinese media stories was the mainstream media. The problematic portrayal of Maori in Chinese media sources may contribute significantly to the formation of new Chinese migrants' negative perceptions towards Maori.