Māori pop music - a new wave of reo revitalisation?

Abstract

This thesis explores the role that popular contemporary Māori artists play in Māori language revitalisation. The purpose of this research is to identify the relationship between popular contemporary Māori music and Māori language revitalisation by critically assessing the ways in which Māori music artists utilise popular contemporary Māori music to impact on Māori language revitalisation. Three separate wānanga were held with three popular contemporary Māori music artists to understand the intentions behind their compositions. An anonymous online survey was also used as a data collection method to gain insight into the impact that these compositions had on the Māori music listenership. The responses collected suggest that popular contemporary Māori music does have an impact on Māori language revitalisation. Themes of social transformation and connection or reconnection to identity were identified as layers of impact through Māori music. There is also a growing desire from the Māori music audience to hear and see more Māori music content promoted on mainstream media platforms. With the recent push from government to find new ways to revitalise and normalise te reo Māori within New Zealand society, this thesis aims to find out where Māori music is seated in this conversation.