This document discusses the power of language and broadcasting in promoting racism. It analyzes a 2010 interview on New Zealand television where the Prime Minister questions whether the Governor General "looks and sounds like a New Zealander", promoting the view that those of European ancestry are the ideal representation of New Zealand identity. The document outlines how this uses negative stereotyping to contrast and assign negative value to those of non-European ancestry, viewing them only in terms of physical traits. It discusses the concepts of otherization and in-group/out-group dynamics in imposing dominant ideologies and making others feel inferior based on culture. Racism is noted to have evolved over time to more covert forms while racist practices persist.

1. Language of Racism The power of broadcasting

3. It’s almost time, is it, for you to choose a Governor General? Yeah again, yeah it is, what happens is we choose, the current Governor General,Anand Satyanand his term is finished in the middle of next year. Is he even a New Zealander? Ahh, yes he is a New Zealander. Are you going to choose a New Zealander who looks and sounds like a NewZealander this time? Yes well in fact every Governor General since Porrit has been a New Zealandborn New Zealander. TVNZ Breakfast 2010

4. KIWI

7. Negative Stereotyping 1. Contrast two cultures or two groups on the basis of a single dimension. In this case: European New Zealanders Vs. New Zealanders with other ancestry. 2. Focus on this artificial and ideological difference as a problem. In this case: Doesn’t sound or look like a New Zealander so how can he represent New Zealand? 3. Assign a positive value to one strategy or one group and negative value to the other strategy or group. In this case: European New Zealanders are the ‘ideal new Zealander’. 4. Re-generalise this process to the entire group. In this case: Stating ideology on National TV with the Prime Minister in attendance. 5. View others in terms of genetic and racial characteristics In this case: ‘AnandSatyanand’ doesn’t sound like a European name and he has physical traits that are non-European. Scollon & Scollon (2001)

8. Are you in? Notion of Otherisation Otherisation is used to describe the process we undertake in ascribing identity to the self through the often negative attribution of characteristics to the Other. It’s a ‘culture first’ view of other individuals. Holliday, A., Hyde, M., & Kullman, J. 2004

9. Are you in? IN GROUP MEMBERS: IMPOSE THEIR DOMINANT VALUE SYSTEM AND IDELOGY ON THE OUT GROUP TO ADVANTAGE THEMSELVES. IN GROUP OUTGROUP: MADE TO FEEL THAT THEMSLEVES AND THEIR CULTURE ARE SOMEHOW INFERIOR BY THE DOMINANT GROUP. OUT GROUP Hogg & Abrams 1998

10. NEW RACISM Racism is not static. It has moved over time. Overt racial comments are no longer tolerated.

11. RACIST DISCOURSE RACIST PRACTICES Massey University Study Guide 172.237

12. References Bowe. H., & Martin, K. (2007). Communication across cultures: Mutual understanding in a global world (pp. 87-91). Cambridge: Cambridge University Press Holliday, A., Hyde, M., & Kullman, J. (2004). Intercultural communication: An advanced resource book. London: Routledge. TVNZ: Breakfast, 5 October (2010).