'Malama the 'aina, Malama the people on the 'aina': The Reaction to Avatar in Hawai'i

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Abstract/Contents

Abstract: We explored perceptions of the film Avatar in Kona, Hawai'i, using a mixed-methods study that included surveys (n = 149) and semi-structured interviews (n = 15). The two research questions that guided this study were: (1) After a delayed period, what messages from Avatar do viewers retain?, and (2) How do perceptions of the film relate to the present culture of Hawai'i, which includes post-colonial narratives? Quantitative analyses indicated that people of different backgrounds responded ifferently to the film. Qualitative analyses suggest that the majority of respondents retained moral messages from the film, and that those moral messages related to themes relevant in historical and present-day Hawaiian society. We provide detailed findings, including a discussion of how these perceptions relate to the emerging field of Cultural Ecosystem Services. We also suggest that popular and artistic works may provide effective avenues for spurring discussion related to sensitive issues in social research.

Type of resource	text
Date created	December 2011

Author	Gould, Rachelle K.
Author	Ardoin, Nicole M.
Author	Hashimoto, Jennifer Kamakanipakolonahe'okekai
Publisher	Equinox Publishing

Subject	Reaction Avatar Hawai'i
Genre	Article

Location	https://purl.stanford.edu/ky236bs4710

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License: This work is licensed under a Creative Commons Attribution Non Commercial 3.0 Unported license (CC BY-NC).

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