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    Representation, COVID-19, and failed metaphor: A critical analysis of the Bay of Plenty District Health Board vaccine booklet

    Rangiwai, Byron

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    Date
    2021-08-02
    Citation:
    Rangiwai, B. (2021). Representation, COVID-19, and failed metaphor: A critical analysis of the Bay of Plenty District Health Board vaccine booklet. Te Kaharoa: The eJournal on Indigenous Pacific Issues, 17(1), 1-30. doi:10.24135/tekaharoa.v17i1.363
    Permanent link to Research Bank record:
    https://hdl.handle.net/10652/5400
    Abstract
    INTRODUCTION: This paper will critically analyse the Bay of Plenty District Health Board’s (BOPDHB) controversial vaccine booklet, which featured mataora-adorned cartoon images of the COVID-19 virus. This imagery caused a furore with anecdotal evidence from social media suggesting that Māori were outraged by the portrayal of Māori in this way. This paper will offer two arguments. The first argument builds on Hokowhitu’s (2001) work, which deconstructed representations of Māori as animalistic, savage-barbarian, physical unintelligent, mythical, bewildered-childlike, and romanticised-noble. The first argument will extend Hokowhitu’s (2001) analysis by deconstructing the representation of Māori as disease-virus. While it is impossible to understand the BOPDHB’s intentions, the second argument posits that the objective might have been to use the concept of taniwha as a metaphor for COVID-19. Though this argument is significantly weaker than the first, it still warrants some exploration, even if only to provide a sense of balance to this paper.
    Ngā Upoko Tukutuku (Māori Subject Headings):
    KOWHEORI-19, Take hauora, Tuku kano ārai mate
    Keywords:
    Te Moana-a-Toi (Aotearoa), Aotearoa, Bay of Plenty (N.Z.), New Zealand, COVID-19 Pandemic, 2020-, Māori health promotion, health promotion, public health, Bay of Plenty District Health Board, vaccination
    ANZSRC Field of Research:
    111713 Māori Health, 111712 Health Promotion
    Copyright Holder:
    Author

    Copyright Notice:
    This work is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License.
    Available Online at:
    https://www.tekaharoa.com/index.php/tekaharoa/article/view/363
    ORCID Author Profiles
    • https://orcid.org/0000-0002-9174-0009
    Rights:
    This digital work is protected by copyright. It may be consulted by you, provided you comply with the provisions of the Act and the following conditions of use. These documents or images may be used for research or private study purposes. Whether they can be used for any other purpose depends upon the Copyright Notice above. You will recognise the author's and publishers rights and give due acknowledgement where appropriate.
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    • Social Practice Journal Articles [47]

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