Page 41 - IB December 2024

Culture Culture

Professor Hereniko shared in a to correct than the earlier costume controversy, should those
recent interview with Islands it offends bring it to the Disney Store’s attention.
Business. “I think Pacific Islanders who find themselves collaborating
“I saw it seven times on with Disney could educate Disney about matters to do with
the big screen and it held my cultural ownership and how best to navigate the fine line
interest each time. There is a between commerce and art. It is better to be a part of the
cultural reference that I could solution than to just throw stones at Disney from the sidelines
refer to that I knew informed and do nothing but complain,” Hereniko said about the use of
what ended up on screen. The traditional designs in Disney’s Moana merchandise.
only thing that did not have While some issues persist, as expected when a global brand
any cultural reference in the takes on the stories of a culture so different from their usual
original Moana is the singing projects, the film has been well-received by children and
crab sequence which Disney parents alike, if the reaction of families exiting the screenings
Professor Vilsoni Hereniko made up.” of Moana 2 in Suva is any guide. The sequel, with its high
While some creative liberties action, colourful characters, catchy songs, and themes of
are within reason, the film uniting the Pacific through a shared culture of ocean travel,
being a work of fiction aimed at a young audience, the appeared to delight audiences of all ages.
inclusion of a ‘singing crab’ did not stir negativity. Hereniko said the film must be viewed with its profit-centric
Hereniko noted that consultants were hesitant to share intentions and global audience in mind.
the intricacies of Pacific ideas of the afterlife, due to such “Pacific Islanders who complain about Disney should try
knowledge being sacred. their best to get into filmmaking and see if they can do
“But I was very forthcoming with everything else because I better,” he encouraged. “I say this because filmmaking is a
knew Disney was going to tell a story about us regardless, so business for Disney and people need to understand that for
I wanted to help them tell the best story possible,” Hereniko a studio, they have to profit from the product they make, so
said. entertainment and pandering to the audience is what they
“It is very difficult to tell a story set several thousand years excel in. Don’t go to a Disney film expecting accuracy and
ago. This kind of source material requires talking to elders, depth. Go to be entertained.
those in their 70s, 80s, and 90s. These are the holders of “Disney is selling a product, so it makes movies with this in
ancient knowledge and wisdom. I know that for the original mind. It can only do so much for our Pacific cultures. If you
Moana, the directors went to the islands themselves and tried want to see authentic representation, seek out the films by
their best to talk to the old people.” indigenous filmmakers who tell stories based on their own
The efforts by the Disney creatives in avoiding a repeat of real-life experiences of contemporary culture today,” he
controversies associated with earlier projects, largely proved added.
successful. However, while the film itself has been received “If parents want their children to see animated films
positively, some merchandising issues appear to persist, as that are nuanced and have cultural specificity, integrity,
merchandise design is in the hands of a separate team than and enhance the dignity of a native people in a way that
that which handled the film itself. doesn’t treat them as a people and culture for sale, then a
In 2016, Disney was forced to pull an item off their shelves film like The Queen’s Flowers (2024) directed by the native
for being labelled cultural appropriation. A full-body suit of Hawaiian filmmaker Ciara Lacy is what they should show their
the character Maui, the demigod from the film Moana, was children,” Hereniko suggested.
released as part of the promotional merchandise for the film The film is available to view online and is reportedly being
before being accused of ‘brownface’. The costume, marketed considered for nomination for an Oscar in 2025. Hereniko
for children, included a brown skin suit complete with himself has several film projects under his belt, including The
traditional tattoos. Land Has Eyes.
While Disney pulled the item off shelves and issued a public “Making millions and millions of dollars at the box office is
apology for the oversight, stating, “The team behind Moana not the reason I made The Land Has Eyes,” he shared.
has taken great care to respect the cultures of the Pacific “That film is a ‘love letter’ to my people – it is in the
Islands that inspired the film, and we regret that the Maui Rotuman language and portrays us as complex humans who
costume has offended some”, issues with merchandising are kind, hardworking, and religious, but who can also be
appear to persist. corrupt. We laugh, we cry, and we have ambitions.”
As of December 14, 2024, the official Disney Store website While Disney’s Moana franchise has brought global
lists a tote bag under the category of Moana merchandise attention to the Pacific and provided countless young children
that apparently depicts ‘Aztec’ patterns. The item listed as characters with Pacific heritage to look up to and identify
‘Moana teal Aztec pattern tote’ has yet to be addressed by with, the most nuanced and culturally accurate depictions of
Disney for conflating two distinct cultures from separate parts our people will always come from within our people.
of the world into one. This oversight, however, is much easier

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