Open Access Te Herenga Waka-Victoria University of Wellington
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‘Ngāti Pukamata’ Virtual iwi: Using Facebook to manage whakapapa: a case study

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posted on 2021-11-14, 05:10 authored by Reihana, Pikihuia

Social networking sites such as Facebook enable like-minded people to network around the subjects that are of interest to them. One such subject that has recently sparked interest is whakapapa. For Māori, whakapapa plays an important social, political and traditional role and Māori are beginning to establish themselves in various forms without relevance to physical location. The research uses kaupapa Māori and a grounded theory framework to examine contextual problems with crowdsourced whakapapa and how Facebook addresses these problems. The research findings reinforce current thinking about attitudes, behaviours user norms and expectations of Facebook interaction and crowdsourcing. To illustrate, this research argues that Māori are claiming a virtual space for their whakapapa which this research has determined as ‘Ngāti Pukamata’.


Copyright Date


Date of Award



Te Herenga Waka—Victoria University of Wellington

Rights License

Author Retains Copyright

Degree Discipline

Information Management

Degree Grantor

Te Herenga Waka—Victoria University of Wellington

Degree Level


Degree Name

Master of Information Management

ANZSRC Type Of Activity code

970108 Expanding Knowledge in the Information and Computing Sciences

Victoria University of Wellington Item Type

Masters Research Paper or Project



Victoria University of Wellington School

School of Information Management