Brand Key: Personality Politics, the Kiwi Bloke and the Persistence of Colonial Identity

Abstract

This thesis explores the existence of a colonial defined national identity as evidenced in the personality of the former Prime Minister. It argues that the privileging of such an identity as “ordinary” excludes that which is considered outside of the ordinary. This particular tension of identity is most visible during the representation of Waitangi Day in the media. In 2016, former Prime Minister John Key refused to attend Waitangi due to conflict around the signing of the Trans Pacific Partnership Agreement (TPPA) and instead he visited a rugby league tournament. Using the lens of this particular event, this thesis makes a theoretical statement regarding neoliberalism and its influence on media analysis of the mediated personality of John Key. In recognising the dogmatic nature of neoliberalism today, and the way in which governments that align with that economic model have adopted an end of history mentality, presupposing no room for debate, this thesis will make a statement from the context of Aotearoa New Zealand around issues of historical amnesia in regards to colonisation. Neoliberalism has affected news media through the rise of commercialisation and privatisation that has seen a dumbing down of information presented to society. It is argued that “personality” has become a substitute for policy and this claim will be outlined using Richard Sennett’s theory of the Evils of Impersonality. Mainstream media, in conforming to profit-seeking imperatives, must then embody the ideology itself, and thus reproduce it as “common sense”. John Key embodies this “common sense” and this is outlined through the presentation and performance of “Brand Key”. This research explores the notion that as news media is affected, traditional watchdog roles of media are weakening and resistance to dogma is given less and less credence. This thesis outlines Key’s most well known moments and analyses the behaviour of news media toward the characteristics Key represents by investigating the content through the application of a Critical Discourse Analysis. It is concluded that Key adopts a mindset that not only aligns with the ideology, but also marginalizes those that are seen to be in conflict with that ideology. What is particularly concerning about this is the colonial and imperial foundations of such an ideology and personality that become evident through the continued racist and discriminatory attitude presented by “Brand Key”.