There are no themes in the news about Pākehā as a group because Pākehā are portrayed as if they are the nation. They are shown as the norm or default - the natural, ordinary community against which all other ethnic groups are measured. As a result the media hardly ever refer to or identify Pākehā by ethnicity.
Pākehā as ‘us’, ‘we’, ‘our’, the public, taxpayers, New Zealanders, Kiwis, the nation, Pacific’s triple star; Māori as ‘they’ or ‘them’.
One News, Our News’.
They’re not rugby heroes, not gang members. They’re the fast growing Maori middle class. Prepare to adjust your stereotypes’ North & South cover, June 2008.
The tino rangatiratanga flag referred to as ‘their’ flag, One News, February-March, 2007.
‘Hone Harawira and the Maori party: what have we got to fear?’ Metro cover, November 2004.
- Acknowledge Pākehā ethnicity when there is a vested interest or criminal behaviour (‘Pākehā MPs’, ‘police are seeking a Pākehā man’)
- Pākehā are one cultural group among many in Aotearoa.
- Pākehā benefit from being defined as the norm.