Social media may encourage Maori voter turnout

A Massey University masters student is looking into how social media plays a role in encouraging Maori to participate and engage in politics.

Masterton-based student Joanne Waitoa (Ngati Porou and Ngati Kahungunu) is studying the Mana party's Facebook pages and the effectiveness of its social media campaign during the 2011 general election, for her thesis.

Voter turnout for Maori is consistently lower than non-Maori for various reasons, partially because Maori often feel their concerns are not adequately represented by those in parliament, she said.

But Ms Waitoa's research found social media has given Maori more information on political issues.

Political parties also had more opportunity to connect with potential voters, especially young Maori, Ms Waitoa said.

"I noticed a lot of people saying they 'weren't political' but then commenting online about GST increases, petrol prices, crime or education stories, all of which are political issues," she said.

Facebook users in her study said they were exposed to information they might not have seen, such as articles or petition sites, by being a part of the Mana Party pages.

"For some this led to changes in thinking and raised awareness of issues."

And for many this led to offline action, like going to a hui or hikoi, she said.

One Facebook user said: "You just can't trust TV anymore. [Social media] definitely provides Maori with a form of information dispersal that they have more control over, that's the benefit."

Ms Waitoa said the research was important because little had been written on the topic and it could be a real opportunity for Maori development.

"The research is timely now as more people think and talk about politics with the July 24 deadline for Maori voters to decide whether they want to be on the Maori electoral roll - their last opportunity for five more years - and the recent Ikaroa-Rawhiti by-election."

Some criticised Maori for being apathetic in the by-election as voter turnout was low - 35 per cent.

But political apathy is also a concern in general elections as well, with the lowest turnout since 1887 at the last general election - 75 per cent.

Ms Waitoa said the Mana party saw social media as an inexpensive tool that worked well when organising events or communicating with youth. But it tended to exclude kaumatua (elders) who were less likely to use it.

The development studies student also explored how social media fits with traditional Maori customs and values.

Whanaungatanga (relationships/networking), the option of using Te Reo Maori in forums and the opportunity for opinions to be shared, similar to on a marae were examples of aligning with tikanga (correct custom).

Ms Waitoa interviewed administrators and users of the Mana ki Manawatu, Mana Wairarapa and Mana Rangatahi (youth) pages for her thesis, which will be finished in November.