Introduction

As Baker & Lowman (2024) suggest, we are on the precipice of a great and unprecedented shift for indigenous nations and people. A shift driven by resurgence movements that assert indigenous nationhood and autonomy, challenge settler colonial structures, and embrace land-based practices to create decolonised futures (Baker & Lowman, 2024).

In this discussion, I will examine the complex role of TikTok as a catalyst for cultural revival, focusing on the indigenous Māori experience and the evolving political landscape shaped by the ‘Toitū Te Tiriti’ movement (heretofore referred to as the ‘Movement’). Whilst the concept of a Māori cultural renaissance is not new, the contemporary shift toward a culture-first ideology has gained unprecedented attention within the digital space, uniting indigenous communities domestically and globally (Casson, 2023). This paper examines the intersection of TikTok, Māori cultural revival, and the broader Movement, arguing that social media platforms like TikTok are not only empowering Māori communities to engage in political advocacy but also create diasporic solidarity and cultural resurgence, and thus facilitating the reclamation of Māori sovereignty and collective empowerment for minoritised communities globally.

This discussion begins with an introductory evaluation of the theoretical and cultural foundations of the Movement, followed by an exploratory discussion on the role of TikTok as a platform for indigenous cultural revival with a focus on the Māori culture. The remainder of this paper links these insights to the growth of diasporic solidarity prompted by the movement and empowerment of minoritised communities, with reference to historical demonstrations of resistance and cultural reclamation.

Framing the Discussion: A Prelude to Indigenous Resurgence and Reasons for ‘Toitu Te Tiriti’

The current Movement has emerged in response to historical and contemporary challenges to Māori sovereignty, aiming to reinforce indigenous rights, decolonise New Zealand, and counter attempts to undermine the legitimacy of the Treaty (Amnesty International Aotearoa New Zealand, n.d.). This Movement draws upon the fraught history of Māori resistance, hallmarked by significant events such as the Waikato War, Native Lands Act 1865, establishment of the Waitangi Tribunal, Bastion Point occupation and Māori Land March of 1975 (Clavé-Mercier, 2022; Ministry for Culture and Heritage, 2024; Minority Rights Group, 2018). Despite the false assurances of governments and authorities to uphold the treaty since its inception, the Waitangi Tribunal, has played a crucial role in exposing the breaches of the Treaty, reinforcing the ongoing struggle for Māori and the urgency for mass mobilisation (Ministry for Culture and Heritage, 2024).

After the Second World War, Māori migration to urban areas was largely driven by economic opportunities, with the government anticipating that this shift would facilitate their assimilation into Western society (Hill, 2012). However, institutional racism and systemic oppression significantly eroded the preservation of Māori culture (Derby, 2011), leading to the formation of ‘hybrid’ identities to neutralise and suppress indigenous expression (Iyall Smith & Leavy, 2008). This pattern of forced assimilation and cultural erosion reflects the experiences of indigenous peoples globally, such as Australia’s Stolen Generations, which similarly sought to dismantle indigenous identity through state policies and coercive control (The Lancet Public Health, 2018).

In contemporary context, the resurgence of Māori cultural and linguistic revitalisation spearheaded by the kōhanga reo generation has been at the forefront of New Zealand’s media and political discourse (Casson, 2023). This revival aligns with broader global decolonisation efforts (Huygens, 2011) and has gained further momentum through the election of Te Pāti Māori representatives, marking a shift toward greater political sovereignty and autonomy (Casson, 2023).

Resistance to Māori self-determination remains destabilised by the coalition Government’s 100-day plan, which threatens to widen existing disparities in health, education, and social services (Pitama et al., 2024). In response, the Movement has mobilised Māori communities to advocate for their rights and amplify political and social pressure to ensure the government upholds its obligations under the Treaty. This movement represents not just a reaction to present policies but a continuation of the long-standing struggle for indigenous sovereignty and equity in New Zealand (Casson, 2023).

Given the wealth of research exploring the role of TikTok as a platform for cultural revival, there is limited academic research focused on the Movement and its evolving intersections with social media, identity and political advocacy.  As Māori users continue to leverage TikTok to advocate for recognition of Māori sovereignty and cultural significance, this phenomenon remains underexplored in scholarly discourse and represent a missed opportunity for complex and important dialogue. Overall, the Movement reflects a sustained trajectory of Māori resistance and resurgence shaped by historical injustices, ongoing systemic challenges and a renewed agenda for sovereignty, cultural revitalisation, and political advocacy, that is now being expressed through platforms like TikTok.

TikTok as a Platform for Cultural Revival 

The participatory structure and expansive reach of TikTok has transformed the platform into a powerful tool for indigenous-led political advocacy, whereby Māori creators and organisations are strategically harnessing social media to challenge colonial narratives, promote decolonial discourse, and foster civic engagement among younger and digitally native audiences (Purdy, 2009; Lee & Abidin, 2023). The interactive and community-oriented structure of social media facilitates collaborative content creation, with authorial agency emerging organically rather than through hierarchical control. These dynamics are enabled by the expansive interconnectedness of contemporary global media networks and allow for cross-cultural interaction (Purdy, 2009). TikTok has rapidly grown to become a digital vanguard for political advocacy, specifically within youth and adolescent users (Literat & Kligler-Vilenchik, 2023), through the platform’s participatory nature and the growing contemporary awareness of socio-cultural and political issues (Lee & Abidin, 2023). Today’s social media culture is primarily shaped by TikTok and its wealth of interactive tools such as short-form videos, voiceovers, meme formats, music, duet options, and greenscreen effects. When combined with trending content styles like activism, dance trends, viral challenges and even humour, sensitive and neglected topics are being shared in a light-hearted and accessible manner (Lee & Abidin, 2023).

In spreading awareness about New Zealand’s fraught political climate and asserting indigenous ideological frameworks, the Aotearoa Liberation Leage ([@aotearoaliberationleague], n.d.), Te Pāti Māori party ([@te_patimaori], n.d.) and Whakaata Māori ([@whakaatamaori], n.d.) have been instrumental figures. These organisational accounts not only confront policy issues and government actions through an indigenous lens but promote decolonised thinking and cultural theory in a way that resonates with intergenerational audiences. By leveraging TikTok’s algorithmic potential for virality and community-building, they are bridging the gap between grassroots activism and mainstream visibility, leading to greater political literacy, civic engagement, and amplifying Māori worldviews in the broader sociopolitical discourse of New Zealand.

To facilitate the growth of these platforms, independent users are likewise leveraging mechanisms of Spreadability, including commenting and sharing, to spark conversations about indigenous rights, demystifying the Treaty and encouraging diasporic communities to re-connect with their heritage. This was the sentiment of the viral TikTok featuring Hana Rawhiti performing a compelling haka in protest of the proposed Treaty Principles Bill(The Daily Telegraph [@dailytelegraph], 2024). Since its publishing, 283.4k users have liked and shared the post, allowing it to be viewed beyond the scope of the target audience and generate media interest (The Daily Telegraph [@dailytelegraph], 2024). This growing digital momentum not only reflects a shift in how indigenous voices are being heard but also prompts deeper reflection on the evolving role of social media in shaping political consciousness and cultural resurgence in New Zealand.

Diasporic Solidarity and the Role of TikTok

Not only has TikTok connected the indigenous communities within New Zealand, but it is uniting diasporic communities across borders and creating transnational discourse amongst other indigenous populations such as Aboriginal Australians, to collectively subvert the tainted legacy of colonisation. The concept of diasporic solidarity is largely unexplored as it applies to indigenous Māori, but the most compelling explanation refers to it as “imagined transnational communities based upon communication, connectivity and the formation of collective institutions, movements and narratives that transcend borders” (Budarick, 2014, para. 14). Keles (2016) expands on this, arguing social media plays a key role in connecting stateless diasporas, fostering digital social networks and capital, and enabling greater cultural, political, and civic participation across national borders.

Given the rampant migration of Māori since colonisation, the symbolic connection through culture is assumed to be the primary motivation to create solidarity across borders despite pervasive cultural separatism (Nikora, 2007; Derby, 2011).  Established accounts and independent users are producing figurative and literal call-to-actions through hashtags and content to encourage diasporic communities to join the cause and leverage their identity in creating a mass mobilisation (TikTok, n.d.). Aotearoa Liberation League ([@aotearoaliberationleague], 2022), appeals to diasporic communities and encourages solidarity and support as a demonstration of allegiance to the cause. 

Beyond the scope of the Movement, users are demonstrating solidarity through participation in cultural challenges and trends which are simultaneously encouraging others to develop an awareness of their identity and embrace it. The most profound example of this is the dance trend created to ‘35‘ by Rob Ruha and Ka Hao, which generated over 32.9M posts (TikTok, n.d.). The trend is a milestone for amplifying Māori indigeneity on a global landscape enabling people to celebrate Māori culture and kapa haka through an accessible trend that blends contemporary culture and tradition (TikTok, n.d.). Additionally, As of April 2025, the topic of the ‘Treaty of Waitangi’ has generated approximately 96.5 million global engagements and TikTok posts, underscoring its enduring relevance and significance within contemporary audiences and academic or socio-political discourses (TikTok, n.d).

Overall, TikTok has become a powerful platform for fostering diasporic solidarity among Māori and other indigenous communities, facilitating transnational dialogue, cultural expression, and collective resistance through digital activism, shared narratives, and globally resonant trends that celebrate First Nations identity.

Empowerment of Minoritised Communities through Social Media

The foremost outcome of this paper is to shed light on the potential of social media to empower minoritised communities through enabling self-expression outside of traditional media, challenging the status quo and uniting the disenfranchised for the advancement of culture and self-preservation. (Carlson & Kennedy (2021) implicates social media as a powerful tool for indigenous people to express their identities, connect with others, and participate in cultural conversations, despite the ongoing challenges and racism associated with indigeneity and alterity. Indigenous users are navigating these paradoxes with awareness, and using social media to reinforce identity, create virality for political commentary, build community networks and subvert oppressive narratives (Carlson & Kennedy, 2021).

Though there isn’t explicit research focusing on this existing paradigm through the lens of the Movement, there is academic discourse that explores how Aboriginal Australians are using social media to respond to racial vilification and collective trauma, highlighting a concept of “shared recognition” to describe the communal anger and frustration sparked by public reminders of colonialism (Carson et al., 2017). Māori creators on TikTok are similarly using the platform to challenge colonial narratives and promote political discourse around the Movement and, like Aboriginal Australians’, using social media to create resistance, initiate collective action, and reclaim their identity. In reflecting on these findings, it is evident that social media offers indigenous communities not only a space for reclaiming and expressing their identities but also a powerful means of confronting intergenerational trauma and forging a path toward cultural revitalisation and collective healing (Duarte, 2017).

Stepping into a New and Indigenous-Led Era

TikTok provides a platform for Māori creators to share cultural knowledge, challenge colonial narratives, and engage wider audiences in conversations about decolonisation and indigenous rights. Through its interactive features, the app supports and facilitates the circulation of indigenous perspectives while fostering critical dialogue and cultural resurgence within and beyond New Zealand. In this way, TikTok is reviving the Māori culture and amplifying the Movement, promoting diasporic Solidarity, and empowering minoritised communities beyond the home front. As digital landscapes and indigenous social media communities continue to evolve, I can only imagine the transformative potential for my people, whereby indigenous voices not only reclaim their identify and space but redefine the future through the lens of culture and Tino Rangatiratanga (Self-determination).

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