Bringing us all together: Multiculturalism as neoliberalism through New Zealand on air

Abstract

NewZealand on Air (NZOA) is the principal funding body for local media content. Notwithstanding its mandate to represent and reflect New Zealand culture and identity, the decisions made by NZOA must also take into account the commercial objectives of its broadcast partners. This chapter examines the implications of this dual mandate as it relates to multicultural-interest programming. Drawing on the discourses of post-multiculturalism, post-race and neo-assimilation, and the interconnection between these concepts and neoliberalism, the author argues that the way multiculturalism is represented in NZOA texts serves to enhance the prevailing cultural authority through the closing down of channels for critical discussion and rendering difference to solely benign forms of cultural diversity. The author concludes by accepting the now popular position that digital media may offer a novel pathway to more critical and analytical programming formarginalized and/or minority groups. However, this technological-cultural nexus does not foster an inclusive society and may serve to further marginalize non-mainstream voices.