1. I’m not racist but...Hegemonic racist discourse

2. I’m cheeky And it’s just my sense of humour I’m not racist, but...

3. That’s big, but we reckon we actually bought something bigger... The opportunity to keep profits here And jobs here... In fact, we’ve already bought the call centre back home... And there’ll be a new name. It’ll be be called “Z” ‘Cause we reckon “Z” is for “New Zealand” Z Energy Commercial

4. Old racism consisted of “slavery, segregation, apartheid, lynchings, and systematic discrimination, of white supremacy feelings, and of explicit derogation in public discourse and everyday conversation” (van Dijk2000, p33-34) New racism consists of people “engaging in discursive strategies that blame the victims for their circumstances or their own social, economic and even cultural disadvantage” (Teo, 2000, p8) Old racism or new racism?

5. “The legitimisation of the cultural authority of the dominant group”. (Woolard, 1985, p739) Hegemony often feels like common-sense or the natural way of things being “just the way they are”. Hegemony

6. Z Energy Guys I don't think there's anyone here who wants to see any kind of divide; certainly we don't! We appreciate this issue being raised - I think we've probably learned something from it. Thanks everyone for taking the time to let us know how you feel. Z Energy apologises

7. The world is made up of exclusive national cultures People belong exclusively to only one of these national cultural groups. People have only one language People come from only one place We are all essentially different from people who come from other countries and speak other languages. (Holliday, Hyde and Kullman, 2004, Table 1) Essentialism

8. When two groups are compared on a single dimension and the contrast gives a negative group difference. Scollonand Scollon(Bowe and Martin, 2007, p88) Negative Stereotyping

9. Z call centre workers

10. Scott Bovaird haha I guess if this offends you then you would be highly offended by the "spray and walk away" guy or Lee from Wok and Noodle. I guess if its that old addage, if you want to find something offensive then you will. Keaton Dahm I wouldnt worry about it too much Z. A call center in Asian is filled with asians, that isnt offensive its fact. Be proud that your ad made a statement that is accurate and be proud that your bringing jobs back here. Kiwis are way too PC to the point of it being ridiculous and it shows in our boring dull tv ads that try not to offend anyone at all. The amount of people who will support Z because of their local call centers will outweigh the amount who dont come to Z because they were offended that your taking jobs away from poor old China, yeah right. Shane Rhodes The Race Card has been pulled once again, The advertisement is saying they are returning their call centres back to NZ. What's racist about that ? Z is a NZ company supporting Kiwi workers. Forum from jjfong.com

11. (Part One) Bowe, H. and Martin, K. (2007) Communication across cultures: Mutalunderstanding in a global world. Cambridge: Cambridge University Press. Bonilla-Silva, E. (2006) Racism without racists: Color-blind racism and the persistence of racial inequality in the United States (2nd ed.) Lanham: Rowman &Littlefield. Bovaird, Scott (2011, August 5) Z Energy forum comment. Retrieved from: http://blog.jjfong.com/2011/08/z.html Dahm, Keaton, (2011, August 5) Z Energy forum comment. Retrieved from: http://blog.jjfong.com/2011/08/z.html Dijk, T.A.V (2000) New(s) Racism: A discourse analytical approach. In S. Cottle (Ed) Ethnic minorities and the media. Buckingham: UK: Open University Press. Doyle, P. (2011) in McCammon, B. “I’m cheeky not racist, says Henry” Stuff. Retrieved from: http://www.stuff.co.nz/entertainment/tv/5101702/I-m-cheeky-not-racist-says-Henry Bibliography

12. (continued) Holliday, A. Hyde M. and Kullman, J. (2004) Intercultral Communication: An advanced resource book. London: Routledge Hubbard, J. in Spoonley, P. (2011) 'Ethnic and religious intolerance',TeAra - the Encyclopediaof New Zealand. Retrieved from: http://www.TeAra.govt.nz/en/ethnic-and-religious-intolerance/5/2 Rhodes, Shane (2011, August 5) Z Energy forum comment. Retrieved from: http://blog.jjfong.com/2011/08/z.html Steward, I. and Reid, N. (2011, June 3) “Broadcaster Murray Deaker’s ‘nigger’ slur” Stuff. Retrieved from: http://www.stuff.co.nz/sport/othersports/5098270/Broadcaster-Murray-Deakers-nigger-slur Teo, P. (2000) Racism in the news: A critical discourse analysis of news reporting in two Australian newspapers. Discourse & Society 11(1) 7-49 Woolard, A. (1985) “Language Variation and Cultural Hegemony: Toward an Integration of Sociolinguistic and Social Theory. American Ethnologist 12(4), 738-748. Z Commerical (2011). “Z is for New Zealand” Z Energy: Our Story. Retrieved from: http://z.co.nz/about-z/who-is-z-energy/our-brand-story/ Z Energy (2011, August 5) Z Energy forum comment. Retrieved from: http://blog.jjfong.com/2011/08/z.html Bibliography

13. Transcript of the Z Commercial (part 1): Transcript: Man 1(Pakeha): At the New Zealand Annuation Fund, it’s our job to invest wisely for generations of Kiwis Woman 1 (Pakeha): Infratil is a New Zealand company that owns and runs vast infrastructure ventures here and overseas. And together, we’ve bought Shell’s entire New Zealand network Man 1(Pakeha): of 220 stations Petrol station attendant (Pakeha): And we supply almost a third of the country’s fuel Woman 1 (Pakeha): We also bought Refinary worker (Pakeha): Shell’s share in Marsden Point Refinery Truck driver 1 (Maori): and over 90 truck stops Truck driver 2 (Pakeha): their 25% stake in Fly Buys Man 1 (Paheka): and their commercial operations, which fuel vital industries like rail, fishing and aviation Appendix

14. Transcript continued: Woman 1 (Pakeha): That’s big, but we reckon we actually bought something bigger Woman 2 (Maori): The opportunity to improve how service stations support our neighbourhoods Woman 3 (Ethnicity unclear): The opportunity to engage New Zealand designers Builder (Maori): And builders to do the fit-out Woman 4 (Pakeha): The opportunity to keep profits here Man 2 (Pakeha): And jobs here Woman 5 (Ethnicity unclear): In fact, we’ve already bought the call centre back home (Shot to man removing an Asian man’s headset and three Asian call centre workers looking confused at each other) Woman 1 (Pakeha): So, over the next few months, you’re going to notice a new look Man 1 (Pakeha): Better service Woman 1 (Pakeha): And we’ll have trial stations you can check out Man 1 (Pakeha): And tell us what you want Woman 1 (Pakeha): And there’ll be a new name. It’ll be be called “Z” Man 3 (Maori): ‘Cause we reckon “Z” is for “New Zealand” Closing shot: Logo of “Z is for New Zealand z.co.nz” Appendix