Planning for tolerability: Promoting positive attitudes and behaviours towards the Māori language among non-Māori New Zealanders. de Bres, J. Ph.D. Thesis, Victoria University of Wellington, 2008. ![Planning for tolerability: Promoting positive attitudes and behaviours towards the Māori language among non-Māori New Zealanders [link]](https://bibbase.org/img/filetypes/link.svg "link")
Paper abstract bibtex This thesis investigates the effectiveness of promoting positive attitudes and behaviours towards the Māori language among non-Māori New Zealanders as a contributing factor in Māori language regeneration. It begins by examining the theoretical rationale for focusing on the attitudes and behaviours of majority language speakers in minority language regeneration. Although the impact of majority language speakers on minority languages is clear, theoretical perspectives differ on whether majority language speakers should be a focus of language regeneration planning. Competing approaches are discussed, and a process model is introduced for ‘planning for tolerability’ - minority language planning targeting the attitudes and behaviours of majority language speakers. This model posits five essential components: recognising the problem; defining the target audience of majority language speakers; developing messages and desired behaviours; selecting policy techniques; and evaluating success. After reviewing existing research on the attitudes of non-Māori New Zealanders towards the Māori language and introducing the participants to the current research, the New Zealand government’s approach to planning for the tolerability of the Māori language is examined. The Government has recognised the importance of non-Māori in Māori language regeneration since the beginning of the development of the Māori Language Strategy in the mid 1990s. The extent to which the Government considers non-Māori as an important audience for Māori language planning in practice, however, appears to fluctuate. Possible reasons for this are discussed. The main focus of Māori language policy towards non-Māori has been promotional campaigns. The discursive approach taken in a selection of these campaigns is analysed, showing that promotional materials aimed at non-Māori New Zealanders (including television ads, phrase booklets, and a website) transmit a wide range of messages about the Māori language, relating to both attitudes and ‘desired behaviours’. Such messages are conveyed through a range of discursive techniques, using both a ‘reason’ and a ‘tickle’ approach. An analysis is also presented of data collected from eighty non-Māori New Zealanders at nine white-collar workplaces in Wellington, using questionnaires and interviews. The analysis centres on the attitudes of the participants towards the Māori language, their responses to current and recent promotional materials, and the role they see for themselves in supporting Māori language regeneration. Language policy approaches targeting majority language speakers in two international minority language situations, Wales and Catalonia, are then examined, and comparisons made to the New Zealand approach. The analysis concludes that the three approaches to planning for tolerability each exhibit some unique features, relating to all five components of planning for tolerability. Possible reasons for the distinct approaches are discussed. Finally, the results of the analysis of New Zealand government policy, the data collection process and the international comparisons are drawn together in order to consider the future of planning for tolerability in New Zealand.
@phdthesis{de_bres_planning_2008,
type = {Doctor of {Philosophy} in {Linguistics}},
title = {Planning for tolerability: {Promoting} positive attitudes and behaviours towards the {Māori} language among non-{Māori} {New} {Zealanders}},
url = {http://researcharchive.vuw.ac.nz/xmlui/bitstream/handle/10063/687/thesis.pdf?sequence=4},
abstract = {This thesis investigates the effectiveness of promoting positive attitudes and behaviours towards the Māori language among non-Māori New Zealanders as a contributing factor in Māori language regeneration. It begins by examining the theoretical rationale for focusing on the attitudes and behaviours of majority language speakers in minority language regeneration. Although the impact of majority language speakers on minority languages is clear, theoretical perspectives differ on whether majority language speakers should be a focus of language regeneration planning. Competing approaches are discussed, and a process model is introduced for ‘planning for tolerability’ - minority language planning targeting the attitudes and behaviours of majority language speakers. This model posits five essential components: recognising the problem; defining the target audience of majority language speakers; developing messages and desired behaviours; selecting policy techniques; and evaluating success. After reviewing existing research on the attitudes of non-Māori New Zealanders towards the Māori language and introducing the participants to the current research, the New Zealand government’s approach to planning for the tolerability of the Māori language is examined. The Government has recognised the importance of non-Māori in Māori language regeneration since the beginning of the development of the Māori Language Strategy in the mid 1990s. The extent to which the Government considers non-Māori as an important audience for Māori language planning in practice, however, appears to fluctuate. Possible reasons for this are discussed. The main focus of Māori language policy towards non-Māori has been promotional campaigns. The discursive approach taken in a selection of these campaigns is analysed, showing that promotional materials aimed at non-Māori New Zealanders (including television ads, phrase booklets, and a website) transmit a wide range of messages about the Māori language, relating to both attitudes and ‘desired behaviours’. Such messages are conveyed through a range of discursive techniques, using both a ‘reason’ and a ‘tickle’ approach. An analysis is also presented of data collected from eighty non-Māori New Zealanders at nine white-collar workplaces in Wellington, using questionnaires and interviews. The analysis centres on the attitudes of the participants towards the Māori language, their responses to current and recent promotional materials, and the role they see for themselves in supporting Māori language regeneration. Language policy approaches targeting majority language speakers in two international minority language situations, Wales and Catalonia, are then examined, and comparisons made to the New Zealand approach. The analysis concludes that the three approaches to planning for tolerability each exhibit some unique features, relating to all five components of planning for tolerability. Possible reasons for the distinct approaches are discussed. Finally, the results of the analysis of New Zealand government policy, the data collection process and the international comparisons are drawn together in order to consider the future of planning for tolerability in New Zealand.},
school = {Victoria University of Wellington},
author = {de Bres, Julia},
year = {2008},
keywords = {Attitude trends, Barriers to supporting the language, Behavioural messages, Different Prospectives, Evaluating success, Functional domain for language use, Importance of non-Māori in Māori regeneration, International comparisons, Kōrero Māori phrases, Mana, Methodological approach, Non-Māori as majority language speakers, Participants views on Māori, Planning for tolerability, Policy techniques, Process model for planning, Promoting positive attitudes Māori, Promoting positive behaviours towards Māori, Proportion of participants, Reason approach, Theoretical rationale, Tickle approach},
}
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Although the impact of majority language speakers on minority languages is clear, theoretical perspectives differ on whether majority language speakers should be a focus of language regeneration planning. Competing approaches are discussed, and a process model is introduced for ‘planning for tolerability’ - minority language planning targeting the attitudes and behaviours of majority language speakers. This model posits five essential components: recognising the problem; defining the target audience of majority language speakers; developing messages and desired behaviours; selecting policy techniques; and evaluating success. After reviewing existing research on the attitudes of non-Māori New Zealanders towards the Māori language and introducing the participants to the current research, the New Zealand government’s approach to planning for the tolerability of the Māori language is examined. The Government has recognised the importance of non-Māori in Māori language regeneration since the beginning of the development of the Māori Language Strategy in the mid 1990s. The extent to which the Government considers non-Māori as an important audience for Māori language planning in practice, however, appears to fluctuate. Possible reasons for this are discussed. The main focus of Māori language policy towards non-Māori has been promotional campaigns. The discursive approach taken in a selection of these campaigns is analysed, showing that promotional materials aimed at non-Māori New Zealanders (including television ads, phrase booklets, and a website) transmit a wide range of messages about the Māori language, relating to both attitudes and ‘desired behaviours’. Such messages are conveyed through a range of discursive techniques, using both a ‘reason’ and a ‘tickle’ approach. An analysis is also presented of data collected from eighty non-Māori New Zealanders at nine white-collar workplaces in Wellington, using questionnaires and interviews. The analysis centres on the attitudes of the participants towards the Māori language, their responses to current and recent promotional materials, and the role they see for themselves in supporting Māori language regeneration. Language policy approaches targeting majority language speakers in two international minority language situations, Wales and Catalonia, are then examined, and comparisons made to the New Zealand approach. The analysis concludes that the three approaches to planning for tolerability each exhibit some unique features, relating to all five components of planning for tolerability. Possible reasons for the distinct approaches are discussed. 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It begins by examining the theoretical rationale for focusing on the attitudes and behaviours of majority language speakers in minority language regeneration. Although the impact of majority language speakers on minority languages is clear, theoretical perspectives differ on whether majority language speakers should be a focus of language regeneration planning. Competing approaches are discussed, and a process model is introduced for ‘planning for tolerability’ - minority language planning targeting the attitudes and behaviours of majority language speakers. This model posits five essential components: recognising the problem; defining the target audience of majority language speakers; developing messages and desired behaviours; selecting policy techniques; and evaluating success. After reviewing existing research on the attitudes of non-Māori New Zealanders towards the Māori language and introducing the participants to the current research, the New Zealand government’s approach to planning for the tolerability of the Māori language is examined. The Government has recognised the importance of non-Māori in Māori language regeneration since the beginning of the development of the Māori Language Strategy in the mid 1990s. The extent to which the Government considers non-Māori as an important audience for Māori language planning in practice, however, appears to fluctuate. Possible reasons for this are discussed. The main focus of Māori language policy towards non-Māori has been promotional campaigns. 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