TE MATA ONO
MĀORI BROADCASTING MODEL
Te Imurangi Media are guided by the Māori broadcasting model known as Te Mata Ono. Within the broad dimensions of the six-part model, Mata Ono outlines a Māori approach to broadcasting and explores the critical success factors that impact how effectively Māori broadcasters fulfil their unique role. The model can be utilised by a range of kaimahi within the industry, from executives and management to producers, presenters and editors. We believe that our kaimahi can produce high-quality programming while also maintaining cultural integrity if all six mata are considered. Many issues arise simply because one or more mata are overlooked or neglected. Most of the Māori Broadcasting industry know Te Mata Ono subconsciously and practice it intuitively, but we aim to ensure our kaimahi know Te Mata Ono consciously and practice it deliberately. In short, Te Mata Ono helps provide Te Imurangi Media with a more informed evidence-based approach to kaupapa and tikanga practices within the media space, helping to provide clear, focused direction and guidance for those our kaimahi when producing Māori stories.
BACKGROUND
Te Aorere Pewhairangi and Kimiora Kaire-Melbourne have developed this model together and they conducted their masters collaboratively. They believe the approach of working together is not only practical but is also consistent with Kaupapa Māori theory and Māori epistemology. This model is broad and must be covered in-depth, so it needed to be split the “mata” between Te Aorere and Kimiora. Furthermore, because of the binary nature of the Māori worldview, they conducted their study together, representing te tamawahine (female) and te tamatāne (male). Māori ideologies highlight the belief that male and female are equal in status but differ in the attributes they possess. Therefore te tamawahine and te tamatāne are complementary aspects of a balanced whole. The role of Māori media is underpinned by the 6 mata below.
MATA MĀORI
Mata Māori recognises Māori Broadcasters inherent obligation to represent Māori as a whole. This mata also acknowledges the importance of knowing the legacy of the Māori media industry. By knowing our history and how we as Māori fought to have a presence within the media that we can begin to understand the weight of our responsibilities as practitioners.
MATA IWI
Mata iwi looks at the obligation to represent your iwi, hapū and whānau. This can be demonstrated in many ways. For example, through the use of images, language, mita, the way you present yourself and even the way stories or programmes are framed and delivered. No matter what area we work in in the industry, we are expected to represent our whānau, hapū and iwi authentically. It is important to recognise that despite our similarities as Māori, we must nurture our differences to maintain our unique tribal qualities.
MATA Ō-TUA
This discusses the way you conduct yourself off screen and whether it reflects your on-screen mata. It will look to discuss the place te reo Māori and tikanga Māori have within Māori broadcasting workspaces and our in the field.
MATA TIKANGA
Unlike mainstream media outlets, tikanga should be paramount in all that we do as it is the embodiment of our cultural beliefs. At the core of tikanga is the practice of collective Māori beliefs and values. Mata Tikanga encourages kaimahi to ensure tikanga inform how they conduct themselves and the way they produce content.
MATA AKO
Because of the current state of te reo Māori, as well as the impact and reach media has, audiences often use Māori content as learning resources, whether it be consciously or unconsciously. For this reason, Māori broadcasters should strive to be exemplary in their delivery of te reo Māori. Ako not only means to teach but to learn, therefore Mata Ako will look at the benefits of training and up-skilling staff for personal and professional development within the industry.
MATA PĀKEHA
Pākehā here means non-Māori or foreign. Sir Apirana Ngata, along with many of our tīpuna, was a firm believer in the progression of Māori and the benefits some Pākehā tools can have for Māori development. This whakaaro is the basis for this mata. Mata Pākehā can be split into two core areas – ture Pākehā (laws) and hangarau Pākehā (technology). Therefore, the increasing use of online platforms and developing technologies by media outlets, as well as the need to adhere to broadcasting laws are covered under Mata Pākehā.