title: Social marketing in Aotearoa New Zealand: Analysing its evolution to  inform, improve, and justify its future

authors: Antric, Tim

subjects: Social marketing

abstract: Plotting the evolution and experience of social marketing in Aotearoa New Zealand, this thesis charts a creative landscape of productive future research directions in the field.
Starting with the question, “What can the social marketing discipline learn from the unique experience of social marketers in Aotearoa New Zealand?”, the research draws from appreciative inquiry interviews with 20 experienced social marketers and reviews of relevant government documents and published commentaries. Analysis of the findings sparked three substantive papers included in this thesis by publication: two of these have already been published, and one is currently being revised for resubmission. Presented in chapters four to six, the three papers analyse the growth and decline of social marketing in Aotearoa New Zealand; the overlapping functions of social marketing and public relations; and the incorporation of indigenous communities’ values into social marketing.
1.	The growth and decline of social marketing
In an original developmental framework for social marketing in Aotearoa New Zealand, the first of the three papers tracks four phases through four different governments as follows: (1) Foundation (1984-1990); (2) Establishment (1990-1999); (3) Growth (1999-2008); and (4) Decline (2008-2017).  The research found that political support is key to enabling ongoing social marketing contributions to social change and argues for the development of an evidence base for effective communication to political decision-makers to attract such support.
2.	Public relations, reputation and social marketing 
In identifying the strong interdisciplinary nature of social marketing in Aotearoa New Zealand, the second paper focuses on the intersections of public relations, marketing, advertising and health promotion. It illustrates how local definitions of, and practices within, social marketing draw from different disciplines. 
Social marketing has also been shaped by the nation’s founding document, Te Tiriti o Waitangi (The Treaty of Waitangi). The Crown’s revised principles of Te Tiriti offer further opportunity to improve social marketing through indigenous autonomy, partnership, active protection, equity and options.
3.	Decolonising social marketing through an indigenous lens
The third paper tackles the question: can social marketing address health inequity between Māori and non-Maori? It deals with this question in the context of the international shift in social marketing away from a focus on individual change to a focus on societal and social change. The paper’s findings support an ongoing critical analysis of social marketing from an indigenous worldview.
Conclusions
Overall, the thesis looks at the impact of political ideologies on the function of social marketing and makes novel suggestions on how social marketing academics and practitioners can attract political support. It calls for increasing interdisciplinarity to engage effectively with contemporary issues and encourages social marketers to search for “soul” in organisations. 
The thesis also identifies indigenous Māori culture as a potential inspiration for social marketers to improve their interactions with indigenous people in Aotearoa New Zealand as well as across the globe. It recommends that future social marketing interventions not only be informed by indigenous worldviews but also be led by indigenous communities involved from the planning stages.

text: Social marketing in Aotearoa New Zealand: Analysing its evolution to  inform, improve, and justify its future Plotting the evolution and experience of social marketing in Aotearoa New Zealand, this thesis charts a creative landscape of productive future research directions in the field.
Starting with the question, “What can the social marketing discipline learn from the unique experience of social marketers in Aotearoa New Zealand?”, the research draws from appreciative inquiry interviews with 20 experienced social marketers and reviews of relevant government documents and published commentaries. Analysis of the findings sparked three substantive papers included in this thesis by publication: two of these have already been published, and one is currently being revised for resubmission. Presented in chapters four to six, the three papers analyse the growth and decline of social marketing in Aotearoa New Zealand; the overlapping functions of social marketing and public relations; and the incorporation of indigenous communities’ values into social marketing.
1.	The growth and decline of social marketing
In an original developmental framework for social marketing in Aotearoa New Zealand, the first of the three papers tracks four phases through four different governments as follows: (1) Foundation (1984-1990); (2) Establishment (1990-1999); (3) Growth (1999-2008); and (4) Decline (2008-2017).  The research found that political support is key to enabling ongoing social marketing contributions to social change and argues for the development of an evidence base for effective communication to political decision-makers to attract such support.
2.	Public relations, reputation and social marketing 
In identifying the strong interdisciplinary nature of social marketing in Aotearoa New Zealand, the second paper focuses on the intersections of public relations, marketing, advertising and health promotion. It illustrates how local definitions of, and practices within, social marketing draw from different disciplines. 
Social marketing has also been shaped by the nation’s founding document, Te Tiriti o Waitangi (The Treaty of Waitangi). The Crown’s revised principles of Te Tiriti offer further opportunity to improve social marketing through indigenous autonomy, partnership, active protection, equity and options.
3.	Decolonising social marketing through an indigenous lens
The third paper tackles the question: can social marketing address health inequity between Māori and non-Maori? It deals with this question in the context of the international shift in social marketing away from a focus on individual change to a focus on societal and social change. The paper’s findings support an ongoing critical analysis of social marketing from an indigenous worldview.
Conclusions
Overall, the thesis looks at the impact of political ideologies on the function of social marketing and makes novel suggestions on how social marketing academics and practitioners can attract political support. It calls for increasing interdisciplinarity to engage effectively with contemporary issues and encourages social marketers to search for “soul” in organisations. 
The thesis also identifies indigenous Māori culture as a potential inspiration for social marketers to improve their interactions with indigenous people in Aotearoa New Zealand as well as across the globe. It recommends that future social marketing interventions not only be informed by indigenous worldviews but also be led by indigenous communities involved from the planning stages.

year: 2021

title: Ngā whakaaro o ngā ākonga: perspectives and experiences of Māori students in outdoor education in Aotearoa New Zealand

authors: Washbourn, Phil

subjects: Outdoor education

abstract: This study aims to develop an understanding of the perspectives and experiences of Māori students in a secondary school outdoor education programme in Aotearoa New Zealand. Lynch (2012) indicated that “there is a clear need, and wide scope, for research into: cultural elements of outdoor education programmes; cultural effects on participants; culturally appropriate research approaches and programme effects on, and experiences of, people who identify as Māori” (p.49). Outdoor education in Aotearoa New Zealand has been heavily influenced by ‘Eurocentric’ values and practices that contrast with those of Te Ao Māori. In line with a number of calls to re-envision the field, the perspectives and experiences of Māori and the incorporation of Te Ao Māori pedagogies are vital to the reconstruction of an integrated and inclusive Aotearoa New Zealand expression of Outdoor Education for the 21st century.
This study, guided by culturally responsive research methodology, used focus groups to investigate the opinions, thoughts and expectations of Māori students of outdoor education. Thematic analysis was used to analyse the focus group data, and four major themes were identified: the importance of shared experience and relationships to positive experiences of outdoor education; the distinctive practices of outdoor education make learning enjoyable and engaging; the importance to students of making connections with Te Ao Māori through experience, stories of places and history; and the complexity of engaging Māori in participation in outdoor education, including factors such as affordability, the influence of friends and whānau and prioritising educational pathways. A range of practices and approaches from Te Ao Māori are considered and presented, based on the contribution of the student participants, including pedagogical principles from Te Ao Māori such as wānanga, whanaungatanga and tauira. Suggestions for practice include developing connections within the community and experiencing Te Ao Māori learning contexts such as waka ama, noho marae and mahinga kai.

text: Ngā whakaaro o ngā ākonga: perspectives and experiences of Māori students in outdoor education in Aotearoa New Zealand This study aims to develop an understanding of the perspectives and experiences of Māori students in a secondary school outdoor education programme in Aotearoa New Zealand. Lynch (2012) indicated that “there is a clear need, and wide scope, for research into: cultural elements of outdoor education programmes; cultural effects on participants; culturally appropriate research approaches and programme effects on, and experiences of, people who identify as Māori” (p.49). Outdoor education in Aotearoa New Zealand has been heavily influenced by ‘Eurocentric’ values and practices that contrast with those of Te Ao Māori. In line with a number of calls to re-envision the field, the perspectives and experiences of Māori and the incorporation of Te Ao Māori pedagogies are vital to the reconstruction of an integrated and inclusive Aotearoa New Zealand expression of Outdoor Education for the 21st century.
This study, guided by culturally responsive research methodology, used focus groups to investigate the opinions, thoughts and expectations of Māori students of outdoor education. Thematic analysis was used to analyse the focus group data, and four major themes were identified: the importance of shared experience and relationships to positive experiences of outdoor education; the distinctive practices of outdoor education make learning enjoyable and engaging; the importance to students of making connections with Te Ao Māori through experience, stories of places and history; and the complexity of engaging Māori in participation in outdoor education, including factors such as affordability, the influence of friends and whānau and prioritising educational pathways. A range of practices and approaches from Te Ao Māori are considered and presented, based on the contribution of the student participants, including pedagogical principles from Te Ao Māori such as wānanga, whanaungatanga and tauira. Suggestions for practice include developing connections within the community and experiencing Te Ao Māori learning contexts such as waka ama, noho marae and mahinga kai.

year: 2018

title: Crossing new frontiers: extending tephrochronology as a global geoscientific research tool

authors: Abbott, Peter M.

subjects: Science & Technology

abstract: Tephrochronology is a unique stratigraphic tool for linking, dating, and synchronising geological, palaeoenvironmental, or archaeological sequences and events (Lowe, 2011; Alloway et al., 2013). It relies on the identification and tracing of tephra or cryptotephra horizons spatially between various depositional sequences. These horizons can provide stratigraphic event layers (tephrostratigraphy) and, when dated, isochronous age markers — since most tephra are deposited on a scale of days to weeks — that can be transferred from site to site (tephrochronology) (Lane et al., 2017b). The correlation of horizons between different sequences is reliant on matching the physical characteristics, mineralogical assemblages, and geochemical compositions of minerals and/or glass shards in tephra deposits using a range of analytical methods and visual and statistical approaches (e.g. Lowe et al., 2017). Correlating tephra deposits back to their volcanic source allows tephrochronological studies to provide information on the eruption frequency and geochemical evolution of volcanic regions and individual volcanoes.

text: Crossing new frontiers: extending tephrochronology as a global geoscientific research tool Tephrochronology is a unique stratigraphic tool for linking, dating, and synchronising geological, palaeoenvironmental, or archaeological sequences and events (Lowe, 2011; Alloway et al., 2013). It relies on the identification and tracing of tephra or cryptotephra horizons spatially between various depositional sequences. These horizons can provide stratigraphic event layers (tephrostratigraphy) and, when dated, isochronous age markers — since most tephra are deposited on a scale of days to weeks — that can be transferred from site to site (tephrochronology) (Lane et al., 2017b). The correlation of horizons between different sequences is reliant on matching the physical characteristics, mineralogical assemblages, and geochemical compositions of minerals and/or glass shards in tephra deposits using a range of analytical methods and visual and statistical approaches (e.g. Lowe et al., 2017). Correlating tephra deposits back to their volcanic source allows tephrochronological studies to provide information on the eruption frequency and geochemical evolution of volcanic regions and individual volcanoes.

year: 2020