theguardian.com
Hoka Accused of Māori Cultural Misappropriation
Hoka, a French-American sportswear company, is accused of misappropriating Māori culture by using the Māori word "hoka" without acknowledging its origins, prompting criticism from Indigenous intellectual property experts in New Zealand and following a pattern of similar incidents involving international brands.
- How does Hoka's case reflect broader trends of cultural appropriation by international brands?
- This incident follows a pattern of brands using Māori culture without proper respect or consultation, highlighting a broader issue of cultural appropriation. The use of Māori words and imagery in various industries, including sports, fashion, and gaming, has drawn criticism for lacking acknowledgment of the cultural significance and protocols involved.
- What steps should Hoka take to rectify the situation and prevent similar incidents in the future?
- Hoka's actions could damage its brand reputation and further fuel discussions surrounding cultural sensitivity in global marketing. The company's lack of response to criticism suggests a potential for future conflicts and a need for increased awareness and training around cultural appropriation.
- What are the immediate consequences for Hoka of failing to acknowledge the Māori origins of its name?
- Hoka, a footwear company, faces accusations of cultural misappropriation for using the Māori word "hoka" without acknowledging its origins or engaging with the Māori community. Experts criticize the company for removing the word's Māori origins from its website and mispronouncing the name in recent marketing materials.
Cognitive Concepts
Framing Bias
The article frames Hoka's actions negatively by focusing on the criticisms from Māori intellectual property experts and highlighting the lack of response from the company. The headline itself sets a critical tone. The sequencing of information, beginning with the accusations and then presenting Hoka's past acknowledgment and its subsequent removal, reinforces this negative framing. This framing, while understandable given the accusations, may not fully represent Hoka's perspective.
Language Bias
The article uses neutral language when reporting Hoka's actions. While terms like "misappropriating" and "cashing in" carry negative connotations, they accurately reflect the accusations made by the experts. The article quotes the experts' concerns directly, avoiding inflammatory language. The use of words like "sacred" to describe the Māori word 'Arahi' conveys the cultural significance without overt bias.
Bias by Omission
Hoka's failure to acknowledge the Māori origins of its name and the meaning of its shoe names in its current marketing materials is a significant omission. The article highlights the company's past acknowledgement, which was later removed. This omission, coupled with the lack of response to requests for comment, suggests a disregard for the cultural significance of the Māori language. The article also omits details about Hoka's internal processes and decision-making regarding the removal of the acknowledgement. While space constraints might explain the brevity of the article, the absence of Hoka's perspective weakens the analysis.
False Dichotomy
The article doesn't present a false dichotomy, but it implicitly highlights the contrast between respectful cultural engagement and appropriation. The experts interviewed clearly articulate the importance of acknowledging and respecting Māori culture when using Māori words and imagery.
Sustainable Development Goals
Hoka brand is accused of misappropriating Māori culture by failing to acknowledge the origins of its name and not engaging with the Indigenous community. This action undermines the principles of respecting and protecting Indigenous cultures, which is crucial for achieving the UN SDG 17: Partnerships for the Goals. The company's failure to engage in respectful partnerships with Māori communities demonstrates a lack of commitment to collaborative efforts that are essential for sustainable development.