Language Image in National Minority Language Television Idents. TG4 (Teilifís na Gaeilge, Ireland) and Whakaata Māori (Māori Television, New Zealand)

Abstract

Born of community and political action, Teilifis na Gaeilge (TG4) began in 1996, and Whakaata Māori/ Māori Television Service (MTS) in 2004. Despite obvious differences between the two broadcasting environments, both stations attempt to reclaim a national (but minority) language (Ó Ruairc 1996; Moring 2007) and compete with other broadcasters (Horrocks and Perry 2004) to attract an audience (Smith and Abel 2008) by an appeal to identity (Cormack 2000; 2007; Delap 2007). This paper investigates idents from TG4 and MTS. What image or brand have the language and culture in these mini-advertisements? Thornley's (2004) discussion of "transculturation" is useful in examining the often inventive approach taken to elements of the dominant culture. Indeed, the motto 'Súil eile' [another perspective] is the criterion for many TG4 projects, and there is a clear awareness of multiple audiences in the MTS logline, 'mā mātou, mā rātou, mā koutou, mā tātou' [just for us, for them, for all of you, for all of us]. In the symbiotic relationship between a minority station and other larger stations in terms of the depiction/creation of local and national identity, language is used as another marketing tool. TG4 and MTS idents respond to and celebrate current sociolinguistic changes (Romaine 2006; Ó Tuathaigh 2008), making them visible. (English) [ABSTRACT FROM AUTHOR]