title: Understanding the Happiness of Māori and the Role of Consumption: Experiences of the Millennial Generation

authors: de Thierry, Ebony

subjects: Māori Well-Being

abstract: Happiness is commonly perceived as the ideal state of being for  all of human kind. Although a universal definition of the term remains elusive, happiness is a goal that everybody wants to achieve. In understanding the different aspects that shape happiness, the literature has shown that this can vary depending on the cultural context. As such, this study investigates the essence of happiness as it is experienced by Māori. In understanding the experiences of the Millennial generation, the role that consumption plays is also explored. This group of young adults have been raised in an era when consumerism and cultural revitalisation are the norm.  

This investigation was guided by hermeneutic phenomenology using a kaupapa Māori research perspective. Through this, thirteen young Māori individuals were interviewed to gain their experiences of happiness. Photo elicitation techniques were utilised as a means to facilitate these interviews. Stories of the participants’ experiences of happiness were crafted and then analysed to explore the role of consumption.

Findings show that the happiness of Māori is shaped by the five themes of; sense of belonging, whānau and relationships, spirituality, achievement and success, and sense of freedom. These themes interrelate as they are underpinned by the collective values of Māori. In particular, the aspects of spirituality and sense of belonging appear to be specific to the Māori realm. These are based on customs, values and beliefs that are inherited from our ancestors yet are still prevalent today. In terms of consumption, happiness can be positively linked to experiential consumption. In this case, it can play three different roles on the happiness of Māori through either; a direct connection, an indirect connection, or a negative connection. For Māori, consumption is more likely to have an indirect connection. This implies that it is able to facilitate, maintain and enhance happiness, but is not essential to creating these feelings. This investigation contributes to the literature in four ways. First, this study serves as a starting point to developing a comprehensive framework of happiness that is specific to the culture, views and values of Māori. This will assist Māori through ensuring that they are accurately represented in policies, frameworks and statistics. Second, it proposes five guidelines for Māori which suggest how they can maximise happiness through consumption. Third, this study provides a more up-to-date understanding of the happiness of Māori at the individual level whilst incorporating the impact of collective values. Marketers, researchers and practitioners can utilise this information in an attempt to aid in improving the happiness of Māori society. Finally, it shows that consumption can continue to be positively related to happiness once basic needs have been met. The positive role that consumption can play on happiness is identified, showing that marketers and consumers can work together to achieve happiness.

text: Understanding the Happiness of Māori and the Role of Consumption: Experiences of the Millennial Generation Happiness is commonly perceived as the ideal state of being for  all of human kind. Although a universal definition of the term remains elusive, happiness is a goal that everybody wants to achieve. In understanding the different aspects that shape happiness, the literature has shown that this can vary depending on the cultural context. As such, this study investigates the essence of happiness as it is experienced by Māori. In understanding the experiences of the Millennial generation, the role that consumption plays is also explored. This group of young adults have been raised in an era when consumerism and cultural revitalisation are the norm.  

This investigation was guided by hermeneutic phenomenology using a kaupapa Māori research perspective. Through this, thirteen young Māori individuals were interviewed to gain their experiences of happiness. Photo elicitation techniques were utilised as a means to facilitate these interviews. Stories of the participants’ experiences of happiness were crafted and then analysed to explore the role of consumption.

Findings show that the happiness of Māori is shaped by the five themes of; sense of belonging, whānau and relationships, spirituality, achievement and success, and sense of freedom. These themes interrelate as they are underpinned by the collective values of Māori. In particular, the aspects of spirituality and sense of belonging appear to be specific to the Māori realm. These are based on customs, values and beliefs that are inherited from our ancestors yet are still prevalent today. In terms of consumption, happiness can be positively linked to experiential consumption. In this case, it can play three different roles on the happiness of Māori through either; a direct connection, an indirect connection, or a negative connection. For Māori, consumption is more likely to have an indirect connection. This implies that it is able to facilitate, maintain and enhance happiness, but is not essential to creating these feelings. This investigation contributes to the literature in four ways. First, this study serves as a starting point to developing a comprehensive framework of happiness that is specific to the culture, views and values of Māori. This will assist Māori through ensuring that they are accurately represented in policies, frameworks and statistics. Second, it proposes five guidelines for Māori which suggest how they can maximise happiness through consumption. Third, this study provides a more up-to-date understanding of the happiness of Māori at the individual level whilst incorporating the impact of collective values. Marketers, researchers and practitioners can utilise this information in an attempt to aid in improving the happiness of Māori society. Finally, it shows that consumption can continue to be positively related to happiness once basic needs have been met. The positive role that consumption can play on happiness is identified, showing that marketers and consumers can work together to achieve happiness.

year: 2012

title: Unorthodox assistance: Novalis, Māori, scientism, and an uncertain approach to 'Whakapapa'

authors: Mika, Carl Te Hira

abstract: The reductionism of Western science is well noted among several Maori academics, who describe in various ways its methodical tendency to dissemble an organism and isolate its parts. The reductionist nature of the method of science then informs the practice, so that the manifestations of science - its latest innovations, evidenced in biotechnology, cloning, stem cell therapy and so on - become an overriding concern for these academics. Rightly, the effects of those innovations on Maori spiritual and phYSical realms are addressed, to the extent that they may constitute extensive submissions to governmental bodies. How effective these submissions are is open to considerable speculation, particularly when it is acknowledged by many of these same writers that those ministerial and judicial bodies are incapable of understanding the dilemmas posed by the effects of reductionist scientific practice on the Maori world. The Maori world, in the main, is left to wait until it is confronted with yet another scientific advancement or technology, and the rush to counter its modus operandi begins again.

text: Unorthodox assistance: Novalis, Māori, scientism, and an uncertain approach to 'Whakapapa' The reductionism of Western science is well noted among several Maori academics, who describe in various ways its methodical tendency to dissemble an organism and isolate its parts. The reductionist nature of the method of science then informs the practice, so that the manifestations of science - its latest innovations, evidenced in biotechnology, cloning, stem cell therapy and so on - become an overriding concern for these academics. Rightly, the effects of those innovations on Maori spiritual and phYSical realms are addressed, to the extent that they may constitute extensive submissions to governmental bodies. How effective these submissions are is open to considerable speculation, particularly when it is acknowledged by many of these same writers that those ministerial and judicial bodies are incapable of understanding the dilemmas posed by the effects of reductionist scientific practice on the Maori world. The Maori world, in the main, is left to wait until it is confronted with yet another scientific advancement or technology, and the rush to counter its modus operandi begins again.

year: 2011

title: Development of a non-lethal biopsy technique for estimating total tetrodotoxin concentrations in the grey side-gilled sea slug Pleurobranchaea maculata

authors: Khor, Serena

subjects: Biopsy

abstract: High concentrations of tetrodotoxin (TTX) have been detected in some New Zealand populations of Pleurobranchaea maculata (grey side-gilled sea slug). Within toxic populations there is significant variability in TTX concentrations among individuals, with up to 60-fold differences measured. This variability has led to challenges when conducting controlled laboratory experiments. The current method for assessing TTX concentrations within P. maculata is lethal, thus multiple individuals must be harvested at each sampling point to produce statistically meaningful data. In this study a method was developed for taking approximately 200 mg tissue biopsies using a TemnoEvolution® 18G × 11 cm Biopsy Needle inserted transversely into the foot. Correlation between the TTX concentrations in the biopsy sample and total TTX levels and in individual tissues were assessed. Six P. maculata were biopsied twice (nine days apart) and each individual was frozen immediately following the second sampling. Tetrodotoxin concentrations in biopsy samples and in the gonad, stomach, mantle and the remaining combined tissues and fluids were measured using liquid chromatography-mass spectrometry. Based on the proportional weight of the organs/tissues a total TTX concentration for each individual was calculated. There were strong correlations between biopsy TTX concentrations and the total (r2 = 0.88), stomach (r2 = 0.92) and gonad (r2 = 0.83) TTX concentrations. This technique will enable more robust laboratory studies to be undertaken, thereby assisting in understanding TTX kinetics, ecological function and origin within P. maculata.

text: Development of a non-lethal biopsy technique for estimating total tetrodotoxin concentrations in the grey side-gilled sea slug Pleurobranchaea maculata High concentrations of tetrodotoxin (TTX) have been detected in some New Zealand populations of Pleurobranchaea maculata (grey side-gilled sea slug). Within toxic populations there is significant variability in TTX concentrations among individuals, with up to 60-fold differences measured. This variability has led to challenges when conducting controlled laboratory experiments. The current method for assessing TTX concentrations within P. maculata is lethal, thus multiple individuals must be harvested at each sampling point to produce statistically meaningful data. In this study a method was developed for taking approximately 200 mg tissue biopsies using a TemnoEvolution® 18G × 11 cm Biopsy Needle inserted transversely into the foot. Correlation between the TTX concentrations in the biopsy sample and total TTX levels and in individual tissues were assessed. Six P. maculata were biopsied twice (nine days apart) and each individual was frozen immediately following the second sampling. Tetrodotoxin concentrations in biopsy samples and in the gonad, stomach, mantle and the remaining combined tissues and fluids were measured using liquid chromatography-mass spectrometry. Based on the proportional weight of the organs/tissues a total TTX concentration for each individual was calculated. There were strong correlations between biopsy TTX concentrations and the total (r2 = 0.88), stomach (r2 = 0.92) and gonad (r2 = 0.83) TTX concentrations. This technique will enable more robust laboratory studies to be undertaken, thereby assisting in understanding TTX kinetics, ecological function and origin within P. maculata.

year: 2013