Stereotypes of Maori : influence of speaker accent and appearance

Abstract

Research has consistently shown that there are a number of negative stereotypes held by Pakeha towards Maori. However, some of these studies have been flawed by low participant identification rates of Maori. Furthermore, none of these studies have examined the role of accent and appearance on evaluations when both pieces of information are presented together. The present study sought to address these limitations and to verify the current stereotypes associated with Maori. A videotape of eight speakers reading an identical short story was shown to one hundred and sixty-four high school students. Participants were assigned to one of two conditions. In the auditory presentation participants heard but did not see the speakers. In the visual presentation participants heard and saw the speakers. Of the eight speakers, half looked Pakeha and half looked Maori. Furthermore half spoke with a Maori English accent and half spoke with a Pakeha English accent. Results showed that use of Maori English speakers led to higher Maori identification rates by participants in the auditory presentation. Furthermore, for status variables and Maori in particular, accent appeared to amplify the evaluative effects of appearance. It was also found that the longstanding negative stereotypes of Maori still exist. Finally, though not the focus of the present study, it was found that overall younger and older high school students had similar evaluations of Maori and Pakeha. The implications of these results, particularly to the educational, employment and law enforcement sectors of society are discussed.