Walt Disney Studio's next animated film, Moana, which is
inspired by the mythology of Oceania and the Pacific Islands, has recently been
subject to fierce criticism centring around one particular piece of merchandise
used to promote the movie. The merchandise in question is a costume of one of
the protagonists, Maui. In both the film and the Oceanic/Pacific Mythology which
inspired it, Maui is a demigod with the power to create continents and move the
sun. In the film, Maui has very little clothing, but instead wears a number of tattoos
recounting his exploits. The costume of Maui aims to provide children with an
opportunity to dress as the character who will likely be the most memorable in Moana,
as it consists of a brown bodysuit designed to replicate Maui’s muscular body,
complete with “the demigod’s signature tattoos, rope necklace and island-style
skirt”. However, the costume has been accused of promoting racism and cultural
appropriation.
The most obvious complaint against the costume is that
getting children to dress in the skin colour of a minority figure invokes
racist tropes such as “Brownface”, which have been used to belittle minority
people throughout history. In addition, Body Art is sacred to many
Oceanic/Pacific cultures, so using Maui’s tattoos as the basis for merchandise
has created further offense. The
controversy surrounding the costume has become so intense that a spokesman for the
Human Rights Commission has issued a statement saying that:
"Right now Polynesian people from across the Pacific
region are voicing their views about this costume and it's their voices that
are important right now. We hope Disney listens to the views of the communities
and people whose cultures their movie is based upon."
As someone with only a basic knowledge Oceanic/Pacific
culture, I am not particularly qualified to talk about many of the specific
issues here, and there are other people who have provided more sophisticated
analysis on the issue. Two particularly nuanced and interesting articles have
been written by Nathan Ross and Becca Dague, and I urge you to read them.
However, here is my opinion on the controversy.
First of all, I have to say that I understand a lot of the
anger surrounding the costume. The one of a number of recent controversies
surrounding the concept of “cultural appropriation”. Out of the numerous angry
comments on Twitter when the costume was unveiled, one of the most insightful
said that “We are not a costume”, and this sums up why people object to
“Cultural Appropriation". Complaints about “Cultural Appropriation” stem from
the fact that many depictions of minority cultures can often rely on
stereotypes which are frustratingly simplistic at best and offensive at worst.
If costumes of Maui are the only access people have to Oceanic/Pacific culture,
they create a simplified perception of Oceanic/Pacific people which focuses on
their skin colour and tattoos, and not their personality and values.
Furthermore, stereotyping minority cultures can often ignore the history of
persecution that they have suffered. This persecution was fuelled by a lack of
respect for a culture regarded as alien, and if minority cultures are still
treated with insufficient respect, it can create a climate which leads to
further prejudice. I generally don’t
think that Walt Disney Animation Studios aim to promote racism (Many recent
Disney Animations, from 1982’s The Fox and the Hound and 1989’s The Little
Mermaid to the recent smash Zootopia, have contained strong anti-prejudice
messages) but the decision to make merchandise out of Maui is pretty
insensitive. I think that there are numerous ways of appealing to children’s
interest in Maui which don’t involve making them wear costumes which seem to trivialise
a complex and often misunderstood culture.
However, to use a problematic piece of merchandise to
condemn the film itself is incredibly misguided. Moana is not merely the
product of a corporation, but a work of entertainment created by a wide range
of people. From the early stages of development, numerous Pacific figures have
helped contribute to the making of the film. Several experts on Oceanic/Pacific
culture were consulted, and they helped set up an “Oceanic Story Trust” to
ensure that their mythology would be depicted as faithfully as possible. New
Zealand filmmaker Taikia Waititi, whose recent film Hunt For The Wilderpeople
is one of the most critically acclaimed movies of the year, wrote the first (and
probably the most important) draft of the script. The Oceanic musician Opetaia
Foa'i helped write the songs, and out of the eight members of the central Voice
Cast, six (Dwayne Johnson, Auli'i Cravalho, Temuera Morrison, Rachael House,
Jermaine Clement and Nicole Scherzinger) are of Oceanic or Pacific heritage. Of
the other two Voice Actors, one (Disney “Lucky Charm” Alan Tudyk) is only
voicing animals. To judge the output of so many prominent Oceanic/Pacific
people based on one piece of merchandise is unfair, and before we rush to
condemn Moana, we need to hear their opinions on the matter.
The debate about Moana’s merchandise highlights the thorny
issues surrounding the use of a specific cultural mythology in a mainstream
blockbuster. One one hand, Moana will introduce the stories of Maui to millions
(or even billions) of people with little knowledge of Oceanic/Pacific
mythology. One the other hand, in trying to appeal to a mass audience, major
companies such as Disney need to be especially careful to honour the heritage
of their stories. When a big corporation like Disney releases a film, it can
often be hard to tell whether they aim to provide an interesting piece of
entertainment or a product which they can make money out of. When they seem to
place too much emphasis on making merchandise, as they did here, it can fuel
negative perceptions of their work. Ultimately, whilst I believe that the Maui
costume should not have been released, I don’t think it affects my opinions on
the film as a whole. Therefore, whilst I
acknowledge most of the concerns upon which this issue has shone a light, I still
think that people should see Moana when it is released to cinemas. This would
allow them to make a more complete and satisfactory judgement on whether or not
the film waters down and trivialises Oceanic/Pacific culture or treats it
respectfully.