Week 10: Kaupapa Maori design

Artist: Damon Sturmey

Tracey Gardner [MCApSc]

An Alternative eory Kaupapa Maori Design:

trae.gardner@xtra.co.nz

Masters of Consumer& Applied Sciences[with Distinction in Design Studies]

kia ora

Overview

>undergrad study

>Masters research

>Curriculum development

>Huia Publishers

5+Your Way [2004-2005]

University of Otago[Human Nutrition PhD]

& Te Hotu Manawa Mäori

BJ Ball Papers [2004]

e Art of Contradiction: ‘Authentic Replica’

undergrad to postgrad

from the outset....

> ‘by Mäori, for Mäori’ communication is an identified ‘need’, especially in health education.

> contributes to Mäori development and the concept of tino rangatiratanga (self determination).

> Mäori should be able to participate fully in the affairs that are of major concern to them.

> investigation into graphic style/identity of material within and for a Maori cultural context.

> investigates the cultural influence in the design process.

Mäori Art

“recognisable as Mäori, usually produced by Mäori, and

primarily, for Mäori needs”

“often loaded with records and signs of past and present

reconnections and relationships with people and events”

Hakiwai, 1996, p53-54

“maintain tribal history, traditions and beliefs within Mäori society that

promotes civil discipline and organises social behaviour”

Harrison, et al., 2004, p132

“constancy and continuity”

Mead, 1996, p3

“Mäori is a culture of oratory which, through the arts, is enshrined in encoded narratives, giving life to rituals, customs and genealogy”

Harrison, et al., 2004, p132

> Robyn Kahukiwa - Te Taha Tinana collection for the Ministry of Health (1990)

Mäori Art

> tä moko

> raranga (weaving)

> whakairo (carving)

> kapa haka (performance)

> kowhaiwhai (painted rafter patterns)

> graphic design

> illustration

> product

> web

> fashion

“Traditional Māori society did not separate one art form from another. All were connected, #owing together into life and from the past into the present”- Derek Lardelli Ngati Porou

Mäori Design??

Whakairo [carving]

Artist: David Reedy

> carvings on and inside marae are examples of whakairo.

> pre-European contact - whakairo offered a highly developed reading and writing style for Mäori people.

> tell of people, histories and event(s).

> creates understanding of tribal knowledge.

> relevance & application is ongoing.

Tä Moko [Mäori tattoo]

> customary Mäori tattooing.

> taonga (treasure) to Mäori and the purpose and application carry significant meaning and procedures.

> contains ancestral/tribal messages specific to the wearer.

> represents family and tribal affiliations and their placing within these social structures.

> Derek Lardelli preparation for tä moko application

> Mäori-styled tattoo designs.

> term derived from a collective of tä moko artists.

> Kirituhi differs to tä moko. Tä moko follows Mäori methodologies which draw from customary experiences, concepts and family history.

> Tä moko draws from and relies heavily on lineage or whakapapa (genealogy), whereas kirituhi takes basic meanings of visual forms and designs to develop a ‘story’ for any particular wearer.

Kirituhi [Skin Art]

"Mäori weaving is full of symbolism and hidden meanings. Embodied with the spiritual values and beliefs of Mäori people"

"Of all the Mäori customary practices, raranga has best survived colonisation. It also has the strongest links with Pacific Island weaving"

Raranga [weaving]

Erenora Puketapu-Hetet, 1989.

“Mäori knowledge of weaving was integral to the day to day functions of their lives” Harrison, et al., 2004, p124

> the differences in raw materials led to changes and new developments.

> processed and practiced with accurate precision, thus ensuring strength and balance.

> tukutuku panels often had patterns relating to historical events, whakapapa, atua and elements of stories pertaining to particular iwi or hapu.

> ‘Art’ and ‘Design’ are not separate categories within Mäori culture.

> Mäori art ‘promotes civil discipline and organises social behaviour’.

> Mäori iconography are rich in meaning: a complicated visual language that communicates complex stories.

> taonga (treasures) with specific uses, contexts, protocols and methods inherent.

key points so far....

Robyn KahukiwaNgati Porou, Te Aitanga-a-hauiti, Ngati Hau,

Ngati Konohi, Te Whanau a Ruataupare

Contemporary Mäori painter& Illustrator

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Rachel RakenaNga Puhi, Ngai Tahu

Contemporary new media/video artist

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> consultation & relationship building (ongoing)

> kanohi ki a kanohi (face-to-face)

> koha (gifting), manaakitanga (hospitality), whanaungatanga (relationships)

> opportunity for reflection

> giving voice - tino rangatiratanga

> working with Mäori cultural advisor and co-supervisor....Dr Brendan Hokowhitu

> ethical approval - copy of thesis to participants....reciprocity

Principal MethodologyKaupapa Mäori Research Methods

semi-structured

interviews

qualitative

values

people

ideas

concepts

themes

“...you help them [Mäori clients] through the way, I think a lot of it really is quite an

educative process for your client…and it works both ways…cause you’ve really got to

know, like Mäori they ask where you are from, that’s how they start conversation and

that’s entrenched in Mäori culture…and that’s how you should do business…you have

to be interested in the person, you have to show genuine interest in the person as a

person, before you even talk about the business…”

“…ahuatanga Mäori, when dealing with clients often they want to deal with a

Mäori....cause to them it makes sense and I’m not trying to be bias because graphic

design is my living…I’m giving you a real example on experience that I’ve had with my

clients...who prefer to work with Mäori…because there is this expectation or this

preconceived idea that because I’m working with a Mäori I feel safe…”

> Participant C sharing thoughts on kaupapa Mäori design process and practice

> three categories of the trademark

> essentially to help distinguish or differentiate works by way of whakapapa, to maintain cultural integrity

> GOAL: ‘the positive development of Maori culture locally, as well as globally, which protects authenticity and ownership’

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FOUNDING MEMBERS HUI: SUN 15TH JULY 5PM ! MON 16TH JULY 4PM

Masters !ndings

> Kaupapa Mäori communication design is an undocumented field.

> a new innovation that draws from two worldviews [Communication Design & matauranga Mäori].

> a system of design[ing].

> Integrated practitioners - Mäori practitioners often involved in varied art/creative/customary practices....do not make distinctions or like to make distinctions between these.

> Mäori participation in design industry.

> development of whakapapa, tika, pono.

> broadens our understanding and definition of Mäori visual art [and design] practice.

> opportunity for inclusion within Tertiary Design Education.

> Intellectual Property - systems, guidelines, protocols.

http://eprintstetumu.otago.ac.nz/81/

https://wiki.design.otago.ac.nz/groups/maoridesign/https://wiki.design.otago.ac.nz/groups/teroopumaori/

2009 Curriculum Development [University of Otago]

2010 Huia Publishers [4 month Cadetship]

www.huia.co.nz

Book Cover [Quinine]

e Game Butcher: Wild About MeatDarren Meates [with Aaron Smale]

ka kite