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Research worldwide finds that indigenous, non-white, immigrant and other marginalised communities are subjected to media coverage that negatively and narrowly stereotypes them in comparison to dominant racial groups. In this article, we explore media representations of a predominantly Pacific and lower socio-economic community in New Zealand. The results contribute to the literature regarding media coverage of minority communities through an analysis of 388 news articles, drawing on Freire’s (1996/1970) theory of antidialogical action to consider how power is used to marginalise the predominantly Pacific community of South Auckland. The results demonstrate that South Aucklanders are subjected to stereotypes and negative labelling that reinforce their marginalisation and exclusion from mainstream New Zealand culture.

Constructing the Other: News media representations of a predominantly ‘brown’ community in New Zealand