This report includes findings from four group discussions with young New Zealand Māori (aged 15-24 years) from the greater Wellington area. The objectives of this qualitative research were to identify and understand: the te reo and Māori cultural Māori language and cultural broadcasting and e-media communications and media content of interest; and the broadcasting and e-media devices young Māori would prefer to receive Māori language and cultural content on – today and in the future.
Purpose
The specific research objectives of the qualitative research were to identify and understand:
- Māori language and cultural broadcasting and e-media content of interest to young Māori
- the broadcasting and e-media devices young Māori would prefer to receive Māori language and cultural content on – today and in the future.
Methodology
Four group discussions (each including n=6 participants) were conducted with young New Zealand Māori (aged 15-24 years).
The research focussed on this demographic group because of their strong uptake of e-media devices, and because they will be the parents of the next generation. In order to meet the goals of the Māori Language Strategy 20031, in particular, increasing language use in the home, it is important to know the e-media preferences of this group.
All group participants were recruited from the greater Wellington area (including Porirua and Hutt City). Recruitment was conducted by PFI (recruitment specialists) using both their panel of respondents and a networking approach.
Group discussions were conducted at Research New Zealand’s Wellington premises, between 17 and 25 June 2008.
The duration of each group discussion was approximately 2.5 hours.