New Zealand: influencers bring Maori language and culture to life

Published on : 11/12/2021 – 15:24

Known in New Zealand as “te reo” [la langue], the Maori language began to decline with the arrival of white European settlers in the 19th century.^e century. In the 1950s it was threatened with extinction, but campaigns by Maori elders and government initiatives in the 1970s saw a revival. And it is now also thanks to social networks that the Maori language and culture have experienced a resurgence of interest and visibility.

“I am always looking for innovative ways to promote the language”

Among its promoters, Sonny Ngatai, on his TikTok account. On the Observers program, he explains how he goes about teaching his subscribers to learn Maori phrases:

I am a strong supporter of the revitalization of ‘te reo maori’. I am constantly looking for innovative ways to celebrate and promote the language. My videos are a little introduction that I hope will encourage some of my subscribers to take an interest in my mother tongue. For my part, I have gained a lot from speaking it. Maori radio and television stations made me want to share these videos. I am very lucky because I am reaping the fruits of the work done by those who fought for the language many years ago.

“We are at a tipping point where people are starting to see the value of language”

Our editorial staff also spoke with Hemi Kelly, who teaches “te reo maori” at Auckland University of Technology and through his “Phrase a Day” videos on Facebook:

I first posted videos occasionally on Instagram, then it grew and went viral. The success may have been due to the timing: I started right in the middle of the pandemic, people who wanted to learn the language had time to do it. I think social media is a tool that we can use to spread the language to anyone who wants to learn it, whether they are Māori or not.

Here in our native land there is a deep connection with the language and speaking it helps us better understand the birds, trees, places and people of our country.

I think it also gives non-Maori living in New Zealand a better understanding of where they live and its history. For the Maori, it is an expression of our identity and our culture. My videos also sparked interest outside of New Zealand: they were viewed from Japan, the United States and Europe. In the past, this language has not been given the value it deserves or has not been recognized properly. But that is starting to change.

We are at a sort of tipping point where people are starting to understand the value of language and its importance.

About 25% of New Zealand’s Maori population speak “te reo Maori” at an intermediate level. Only 9% speak it fluently. Among the non-Maori population of New Zealand, only 1% of the inhabitants speak this language.