Malia Tua'i Manuleleua: Pacific media must work for the people

The Pacific Island Media Association conference in Auckland last month left me inspired by Taimi o Tonga editor, Kalafi Moala who highlighted the importance of "...content, it is content, it is content" and Labour MP Luamanuvao Winnie Laban who challenged Pacific media to report on the "good, the bad and the ugly".

However, in the past few years I have been less inspired with some Pacific media and their definition of "content" and their blend of "the good, the bad and the ugly". It begs the question, have some of our Pacific media organisations lost the plot?

What role do our Pacific media play? How do they define culture, language, and identity in the different ethnic settings that make up Pacific? How do they translate that understanding into format and content?

How do they justify and balance their current make-up of content in terms of informing, educating, empowering or improving quality of life for its Pacific communities - while trying to run a business?

Are some Pacific media organisations nurturing or creating a Pacific hybrid hip-hop culture? Is it justified when some media organisations argue that "this is what our target audience want?". And who am I to argue otherwise?

If culture is dynamic and not static, are we heading in the right direction?

In essence, I am not impressed when some CEOs of Pacific media organisations flaunt culture, language and identity as a guiding principle and yet fail miserably to get the basics right when their presenters/reporters unashamedly struggle to pronounce Pacific (Samoan) words properly, let alone spell them correctly.

I am not impressed when our national Pacific radio station promotes the services of a loan shark to its listeners and am baffled as to how that improves quality of life for the majority of Pacific people already struggling to make ends meet.

I am not impressed with the obvious lack of research on some issues discussed and the competency of presenters and so called "experts" when comments like "domestic violence is a cultural thing" go unchallenged. Do the research. Get the facts and put things into perspective.

I am not impressed when some Pacific media cannot define aspects of Samoan culture such as lafo leaving mainstream media and others to interpret and somewhat distort reality.

I am not impressed when some Pacific media present themselves as the vanguard of those who have no voice and yet are blatantly absent from these key events. For example, the Foodtown distribution workers strike in Mangere last month.

I am not impressed with the lack of in-depth reporting and investigative journalism on hard hitting issues that affect Pacific communities. For instance, the violence on Auckland streets in the past 3 months where, sadly, our youth have been the perpetrators and the victims.

I am not impressed when the same sources of information and "expert opinion" are used time and time again. The "experts" are not all at the universities and in white-collar jobs.

I am not impressed when someone is identified as a "spokesperson for the Samoan community" when they have no real mandate or authority.

I expect Pacific media to be in the forefront telling the good, the bad and the ugly stories; to be initiating discussion and debate of these issues; to be asking the hard questions that need to be asked of ourselves, families, churches, communities, leaders, service providers, government, non-government bodies and significant others; and to demand answers.

A few Pacific media organisations are doing a fine job with limited resources and I commend them.

The continuing saga however of Niu-FM and Radio 531-PI leaves a sour taste. It plays out like the Shakespearean tragedy Romeo and Juliet - two lovers, meant to be together but torn apart by their feuding families. We know the sad beginning. We also know the sad ending. Is this the fate that awaits our Pacific Romeo and Juliet?

Too much time and resources have already been wasted and the whole sad affair in my opinion reeks of incompetence, a lack of direction and foresight at the governance level, personalities and politics.

A strong, united Pacific media that can stay true to its cultural identity and inform, educate, entertain and ultimately be an agent of social change in every aspect is wanting.

Other Pacific media organisations have already paved the way. We have an opportunity to get it right.

There is too much at stake. To the powers that be, don't stuff it up!

* Malia Tua'i Manuleleua is a freelance writer and contributor to the Event Polynesia website.


Reader comment: It is unfortunate that our own people are reinforcing this 'poverty mentality' by glamouring on the loan sharks advertisements and even car sales. I have talked to many Pacific families who are struggling to cope with repayments and under a lot of financial pressure which in some cases reflected on poor quality of living standards. I have recently taken someone to the car auction and explained to him how it works. After consulting with the auction's finance person, my final question was 'how much is the interest?' The answer was 10.75 per cent. My friend was so disgusted and felt very angry at some of the pacific media's spin that lured him to buy a car that at the time was worth $10,000 but the interest has cost him another $8000. All up for $18,000 when he could buy it from the auction for maximum $9000 including interests. South Auckland is the lowest socio economic area and the Pacific media is reinforcing this behaviour by continuing to feed the community with a poverty mentality. There is a correlation between lower socio economic status and violence. What can the media do? I suggest that this loan shark's advertisement and car sales should be explained clearly of the interests principles to give the community a more informed choice. I suggest the Pacific media should encourage people to leave a legacy for the next generation, own their own homes instead of renting or depending on the government for support, family budgets and balance reporting on the good and less good things that are happening within the community.
- - - posted 4.19pm Oct 9, 2006 by Fritz