The Decolonizing National Imaginary: Promotional Media Constructions During the 2005 Lions Tour of Aotearoa New Zealand  

Oleh:

Falcous, Mark

Jenis: Article from Journal - e-Journal
Dalam koleksi: Journal of Sport and Social Issues vol. 31 no. 4 (Nov. 2007), page 374-393.
Topik: postcolonialism; national imaginary; New Zealand /Aotearoa; advertising; rugby
Fulltext: 374.pdf (124.52KB)

Isi artikel

This article explores the representational politics of postcolonial national identity in New Zealand/Aotearoa. Specifically, it interrogates the promotional media surrounding the 2005 British and Irish Lions rugby tour as a site in which narratives of nation were enacted. Symptomatic of the emergence of “corporate nationalisms” advertising emerged as a space in which a selective “national imaginary” was constructed. This sought to reconcile the challenges of the sociopolitical moment by positing a unified decolonized “kiwi” culture invoking several interlocking discourses. These included foregrounded representations of indigenous Ma – ori culture as a central symbol of national essence. These representations simultaneously interlock those grounded in a longstanding discourse of Ma–ori as primordial, spiritual, ignoble warrior. Furthermore, symptomatic of an ongoing “ethnogenesis,” active constructions of White settler—Pa–keha – —identities asserted a unique tie to Aotearoa/New Zealand and distinction from “the British.” Critically, these discourses operate to account for postcolonial challenges and shifts in reasserting a hegemonic national imaginary.

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