Te Ara Tika ki Manukau: Staying the Distance and beyond

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1 Te Ara Tika ki Manukau: Staying the Distance and beyond Sonya Peters Outreach Co-ordinator: Maori Manukau Libraries: Nga Whare Matauranga o Manukau speters@manukau.govt.nz Abstract: In 1996 Manukau Libraries undertook an extensive survey of Maori residents to ascertain usage levels and measure opinions on the quality of our library service. The survey was repeated in 2001, and most recently in May Manukau Libraries now have a 10 year view of the journey taken over the last decade as services to Maori have developed. Many of the trends evident in the Manukau experience are relevant to public library services throughout New Zealand; particularly as access to information technology and the availability of electronic resources has increased. This paper discusses the value of having quantitative data to measure progress and trends, and the importance of this feedback in shaping future directions and services to Maori.

2 Introduction In English the term te ara tika translates to the right path. In the context of this paper Te Ara Tika ki Manukau: Staying the distance and beyond it refers to the journey Manukau Libraries has taken, and the path that lies ahead, in developing its services to Maori. Many of the trends evident in Manukau s experience of this journey are relevant to public library services throughout New Zealand; particularly as access to information technology and the availability of electronic resources has increased. This paper discusses the value of having quantitative data to measure progress and trends, and the importance of feedback in shaping future directions and services to Maori. Background Manukau is one of the seven cities and districts that make up the Auckland region. Established in 1965, Manukau is a young city with an equally young population, just over 40% of its residents are under the age of 25. Manukau is also a city of diversity; geographically, socio-economically and culturally. Spanning 700 square kilometres, it includes both rural and urban areas and is home to over 150 different ethnic and cultural groups. Of the plus residents living in Manukau, approximately have Maori ancestry. This is the largest concentration of Maori living anywhere in New Zealand. Because of Manukau City Council s commitment to the Treaty of Waitangi and the large multicultural population within the city, a number of initiatives have been undertaken to ensure that varying ethnic and cultural needs are met. Manukau Libraries has actively embraced this philosophy, developing services that reflect the values of the Council and the community. Manukau Libraries is the third largest public library system in the New Zealand. It is a dispersed network operating out of 21 sites around the city. These sites include 13 community branch libraries, 5 rural libraries, 1 research library, 1 corporate library and a mobile book bus. Manukau Libraries has 150 full time equivalent positions, which translates to approximately 280 individual staff. Manukau City is home to the largest concentration of Maori population in New Zealand. Accordingly, significant efforts have been made to develop services that are appropriate and relevant to the needs of Maori. For more than a decade Manukau Libraries has committed to numerous initiatives, programmes and events aimed at increasing Maori uptake of library services. In the late 1980 s and early 1990 s, Manukau was among the first public libraries in New Zealand to establish specialist Maori positions, implement signage in te reo Maori and introduce bicultural training for staff. Moving forward to 2006 Manukau Libraries employs a number of Maori specialists; the Maori Outreach Co-ordinator based at Central Support Services; the Maori Services Librarian who is based at the Research Library; 5 Maori Assistants at Te Matariki Clendon, Manurewa, Mangere Town Centre,

3 Tupu and Otara; and a Maori Liaison person in each of the remaining branches. Of the items held in the Libraries collection, are in separated, specialist Maori collections. These collections have been developed to include extensive published resources on tikanga Maori, whakapapa, iwi and hapu history, and resources in te reo Maori. Manukau Libraries has also translated its entire website into te reo Maori so that website users can access online information bilingually. In order to further develop and improve the library services available to Maori living in Manukau, there has always been a need to gather feedback from both Maori library users and non-users. In 1996 Manukau Libraries undertook its first extensive study looking into the needs of Maori residents and their opinions and uptake of library services. A follow up survey was undertaken in 2001 to assess the changes in these areas and the feedback gathered was used to inform the development of Te Ao Marama, the Maori Services Strategy for Manukau Libraries. Most recently, a third and final survey was carried out in May of this year as a means of measuring these developments over a ten year period and informing a review of Te Ao Marama. The main objective of this 2006 study was to seek feedback from Maori library users as to the services being provided, and from Maori non-users, to understand the barriers to visiting. There was also the view to measuring the progress, if any, that had taken place since the last survey and using that information to guide and inform ongoing Maori Service developments. The study set out to determine a number of things; including the incidence of library use among Maori, the level of awareness of particular services and resources, opinions on those services and resources, Maori access to modern technology, and the barriers, both perceived and real, that prevent Maori from visiting libraries. What is the data telling us? When assessing the data collected from the 2006 study, it is evident that many Maori residents in Manukau have much higher expectations of what they want from their library service than they did five years ago. Although the levels of library usage and non usage have stayed the same since the 2001 survey, attitudes toward the actual service have shifted quite considerably. The findings of the 2006 survey have highlighted that Maori library users want much more in terms of the relevance of service, the prominence of the Maori collections, the number of Maori resources and the number of Maori staff. There are also higher expectations when it comes to promoting the library and what it has to offer to, and among, Maori communities. Those interviewed in the May 2006 survey demonstrated a much higher level of technological savvy, with 45% of Maori households having internet access. Not only are Maori more I.T. literate, they are much more literate in Maori information and issues. This correlates with the higher involvement in Maori activities, events, iwi and hapu issues and matauranga Maori. One would assume that this increased information literacy has translated itself in the increased

4 expectations of Maori in terms of library services. The overall movement in thought has gone from being pleased that the library offers Maori services, to having a desire to make those services as relevant and meaningful as possible. How does it compare to previous surveys? As indicated earlier the figures relating to actual library use and non-use have remained the same as those recorded five years ago. 51% of Maori are visiting Manukau Libraries at least twice a year and 36% at least once a month, the same level as in Although there has not been a shift upward in these figures, it is pleasing to note that the increased frequency of visits that was first identified in 2001, has been sustained. Conversely 44% of Maori have not visited a Manukau Library in the last two years, again, the same figure as seen in the 2001 survey. There are also similarities with the 2001 and 1996 surveys in the profile of a typical Maori library user. Library users tend to be women who are educated to at least School Certificate level, or the equivalent, and who have a greater involvement in Maori activities, Maori events, iwi and hapu issues and matauranga Maori. As seen in the previous studies, Maori men, those aged 50 years or older and those with no school qualifications, are markedly less likely to use libraries than their counterparts. This information provides a very clear contrast between users and non-users, the distinction being the level of engagement one has had with secondary and tertiary education. For Manukau Libraries this information presents an obvious challenge in promoting services to two very different groups. Among Maori library non-users the most common reason cited for not visiting libraries was being over burdened with commitments on their time. Looking after children, working and participating in other activities impacted heavily on the decision not to utilise libraries. However, the biggest barrier to visiting the library was a lack of confidence and enjoyment in reading. Disturbingly 57% of Maori library non-users found this to be a barrier, while 46% found it to be a major barrier. To this group it appears that libraries are closely associated with feelings of inadequacy around poor reading skills and lower levels of information and technological literacy. Maori non-users also indicated that they would not be confident asking library staff for assistance, a barrier linked again to an overall feeling of inadequacy. Another barrier to library use by Maori that was identified in the 2006 survey relates specifically to library staff and service provision. While many library users are reasonably happy with the general level of customer service, a significant proportion of younger Maori, those under the age of 30, feel that they are not particularly welcome in the library. These young people, as with many young people in general, maintain that many staff are not easy to approach nor do they relate well or understand them as Maori. This raises an important question regarding the relationship between staff and Maori customers, especially when coupled with the fact that Maori non-users indicated a lack of confidence in approaching library staff at all. The survey

5 also indicated low levels of awareness among Maori of the Maori specialist staff at Manukau Libraries, interestingly though; the awareness level was slightly higher among those who did not use libraries. It is anticipated however that these levels will gradually increase as it does take time to build a profile within the Maori community. At the same time as the survey was being undertaken, Manukau Libraries ran a parallel review of the te reo Maori pages on the library website. The survey found that 45% of Maori households have internet access and 55% of all Maori regard themselves as internet literate. 74% of those interviewed also felt that it was important to have the site available in te reo Maori, even though the recorded usage of the pages is relatively low. This information was significant in informing the review and reflected the opinions seen in the 2001 survey regarding the website. The results from the website review also mirrored the results from the survey; low usage but a favourable response to having it available in te reo Maori. It is also important to note at this stage that although the results from this survey, both individually and when quantified with the results from 1996 and 2001, are pivotal in shaping the future direction of Manukau Libraries services to Maori, a survey of this extent will probably not be undertaken in this form again due to escalating costs and safety concerns. In terms of the 2006 survey, it was important to use the same methodology in order to draw credible comparisons over the 10 year period. Although door to door interviewing may not be used in the future, face to face input is still very important when dealing with Maori so Manukau Libraries will probably look to using hui to gather feedback. Where to now? Te Ao Marama, the Maori Services Strategy first developed in 2002, provides the framework for dealing with some of these issues. This Strategy acknowledges the Treaty of Waitangi as the foundation for developing relationships between Maori and Manukau Libraries, with the expectation that these relationships will be reflected in the library services offered. Te Ao Marama is structured on both internal and external processes. The internal processes relate to the recruitment, staff support and training, and collection development, while the external aspects include the delivery of targeted programmes and events, usage, promotion and presentation of Library collections and facilities, and ongoing liaison with Maori. Drawing on the results from the 2006 Maori Residents Survey, Manukau Libraries is currently reviewing and updating Te Ao Marama to ensure that the Maori Services framework is as relevant as possible. The survey feedback will influence how the framework looks, which in turn will determine the direction and development of services to Maori. While many of the issues that this survey has highlighted are not new to libraries, the value of the survey in this process is the ability to identify trends and what has, or has not been successful in terms of Maori Services since the initial development of Te Ao Marama.

6 As indicated in the survey results, one of main barriers to both Maori library users and non-users relates to library staff and a general feeling of not being welcome in the library. This feedback highlights that Manukau Libraries is not really as far along as assumed in terms of the customer experience. It indicates the need for a more interactive relationship between library staff and Maori customers, with an emphasis on approachability and being able to relate to Maori better. This is significant in that it Manukau Libraries can now use this feedback to inform strategies on recruitment and staff training. Te Ao Marama provides the framework for a Maori component in staffing policies, training and positions; the challenge is embedding the importance of this component within the Manukau Libraries culture. There needs to be an emphasis on all staff understanding and acknowledging this, not just Maori staff. Recently Manukau City Council added a core competency relating to the Treaty of Waitangi to all Council positions. This has created the expectation that all staff have an understanding and knowledge of the Treaty and how it applies practically to their work. Because the survey feedback focuses heavily on the need for staff that are better able to relate with Maori, ongoing training is also necessary to support staff and build confidence in how they manage relationships with Maori customers. The survey results also raise the vexed issue of who Manukau Libraries, as an organisation, should focus time and resources on; Maori customers who are already dedicated library users, or those Maori who are not using libraries and are therefore harder to engage with. The results indicate a need for more advertising and promotion, the question is who is this pitched at? Manukau Libraries currently participates in and supports a number of Maori event based activities. Te Wiki o te reo Maori, Matariki and Waitangi Day all provide opportunities to raise the profile and visibility of the library within the community and to promote library membership and use to Maori. The challenge arises in maintaining that visibility throughout the whole year while still maintaining the services that fulfil the needs of regular Maori library users. One recommendation targeted at non-users is to develop a more comprehensive outreach programme, encompassing kohanga reo, schools and Maori community groups, that takes the library to Maori. The programme will include tailored promotion that raises the awareness of the library s resources and services, both in the physical library environment and virtually through the library s online presence. Promoting the library s online resources is of particular importance; particularly as Maori uptake of internet technology has been shown in the survey results to be higher than expected. Targeting kohanga reo and schools is also a way of introducing libraries to children from a young age and growing library users through these relationships. As with any work with community groups, the key will lie in the building and strengthening of relationships and identifying opportunities to grow said relationships. Another recommendation is to focus the library s resources on the areas within the city that have significant Maori demographics. Promoting the library

7 as people places, with prominent Maori collections, and a focus on the recreational, leisure and social aspects of libraries may entice more Maori to engage with Manukau Libraries. This idea has already been piloted in Clendon, a suburb of the Manurewa Ward and home to the highest concentration of Maori living within Manukau City. Te Matariki Clendon Community Centre and Library is a joint service operation that incorporates the relocated Clendon library, recreation centre and childcare facility under one roof. Te Matariki Clendon Library, which opened in February 2006, has a strong technology and leisure focus, as well as an enhanced level of onsite Maori expertise to support the community make up. Although it is still too early for concrete evidence on the success of these initiatives, there has been a 150% increase in business since the upgraded library opened, which because of the area demographic, leads to the logical assumption that there has also been an increase in Maori using the library. There is also the opportunity to develop print resources and collections, such as graphic novels and magazines, to appeal to reluctant readers. Given that the biggest barrier to Maori library non-users is identified in the survey as a lack of confidence or interest in reading, finding ways to generate and encourage reading becomes an important part of engaging Maori with the library. It is also important to steer away from the assumption that Maori library users only want to access Maori resources and information. Using the Millennium library management system, Manukau Libraries can also track the usage of the Maori collections and the type of resources Maori are making use of. This information, coupled with the survey results relating to the resources Maori are most interested in, can be used to ensure Manukau Libraries collections are as relevant as possible so as to meet the needs of Maori users and potential users. Conclusion The 2006 Maori Residents Survey provides valuable insight into the use and opinion of Manukau Libraries among the Maori residents of Manukau City. Having access to this type of information allows Manukau Libraries to identify and measure the trends, progress and issues that relate to Maori Services and the development of said services over the last decade. Although the data alone does not provide solutions to meeting the library and information needs of Manukau s Maori residents, it does provide robust information on what Maori see as important in a library service. Taking this knowledge, and comparing it to the feedback from previous surveys, enables Manukau Libraries to develop meaningful, measurable and sustainable services that are relevant to Maori. Manukau Libraries now has to determine the direction of Maori Services within the organisation and commit to staying the distance.

8 Bibliography Longdill, J. Understanding Library Use by Maori Residents, May Auckland: Longdill and Associates, Longdill, J. Understanding Library Use by Maori Residents, April Auckland: Longdill and Associates, Szekely, C. Te ara tika guiding voices. Wellington: New Zealand Library & Information Association Te Rau Herenga o Aotearoa, Szekely, C. Te Ara Tika: Maori and Libraries in New Zealand Staying the Distance. World Libraries vol. 12, no. 1, Spring 2003, pp Paewai, R. What s Happening at Manukau Libraries? International Indigenous Librarians Forum III, Proceedings of the Third Forum, Santa Fe, New Mexico USA, November 2003, pp