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Scherer and Jackson (2008) utilized the circuit of culture to study the commercial titled Black launched in 1999 by the athletic brand adidas, to promote the All Blacks rugby team. They focused on the levels of production, representation and consumption. The advertisement “...articulated the adidas brand with Māori imagery intertwined with images from an international rugby match constructed around the commercial’s focal point: the All Blacks traditional prematch performance of the Ka Mate haka” (p. 508) The Ka Mate haka is a traditional dance performed in Māori culture. Although this commercial was targeted toward viewers worldwide and highly regarded in the advertising industry, it was met with criticism by some interest groups who were concerned with the “...(mis)appropriation and commodification of Māori culture in relation to an array of intellectual property issues pertaining to debates over who owns the Ka Mate haka” (p. 508). The following statement is helpful in that it serves to illustrate the interrelatedness of the moments in the circuit of culture. The production of the commercial was flawed in its use of stereotypical content (i.e. representations), which impacted the way it was consumed by viewers. Thus, despite investing an enormous amount of time and energy in the details and processes of production, including consultation with some Māori over the use of indigenous cultural imagery, the producers quickly discovered that there were no guarantees with respect to how the commercial’s representations were decoded and articulated to real social practices, lived realities, and local power relations (Scherer & Jackson, 2008, p. 508). Though one could argue that the creators of this commercial engaged in thorough decision-making processes when producing this ad, it is evident that they publicized banal images of Māori culture to an audience made up primarily of non-Māori viewers. It is unlikely 25PDF Image | EXPLORING HAUL VIDEOS ON YOUTUBE: A COLLECTIVE CASE STUDY APPROACH
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