Sport, tribes, and technology: The New Zealand All Blacks haka and the politics of identity Research Completed
Title
Sport, tribes, and technology: The New Zealand All Blacks haka and the politics of identity
Lead Author
S J Jackson and B Hokowhitu
Organisation(s)
University of Otago
Publication Year
2002
Publisher
Journal of Sport & Social Issues, 26(2), 125-39.
Contacts
Abstract
This study examines how global forces are shaping local indigenous cultures with a particular focus on the relationship between global capitalism, new media technologies, and transnational advertising. Concentrating on Māori culture and identity in Aotearoa/New Zealand, the authors examine a contemporary political debate related to indigenous culture and intellectual property rights. Specifically, the study explores the use by global sports company Adidas of the traditional All Blacks haka as part of a global advertising campaign. The authors also analyse the controversy surrounding a lawsuit filed by a Māori tribe claiming compensation for the commercial use of its culture. Overall, the study highlights the problem of maintaining and protecting cultural spaces where indigenous identities can be constructed and affirmed.
Keywords:
culture, economics, identity, marketing and advertising, mass media, rugby, sports
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1807
Added
December 14, 2011
Last Modified
July 16, 2012