In contemporary New Zealand discourse the concept of" Maoritanga" refers to all traditional customs regarded as characteristic of the country's indigenous Maori population. In a more specific context Maoritanga is usually defined with an emphasis on the expressive aspects of traditional Maori culture, such as the ceremonies around which social gatherings (hui) are organised; the expression of kinship solidarity at funeral wakes (tangihanga), religious services and other assemblies; arts and crafts; and songs and dances. The concept is formed by adding the noun derivative suffix-tanga to the noun Maori. It may therefore be translated as' Maoriness', but Maori people themselves invariably use the Maori term, even in their predominantly English speech as many no longer master the Maori language. Indeed, a central element in the concept of Maoritanga is a sense of pride in being Maori, or in what presently is often described as taha Maori or'Maori side'? Maori people frequently talk about their Maoritanga or their Maori side as something of which they are proud. An attitude of pride in traditional Maori customs is often linked with a global identification with Maori people in general as well as with their distinctive way of life. Alternatively, Maori people who deliberately avoid identifying them selves with fellow Maori are said to have" lost" their Maoritanga, which implies that they customarily disregard the tradition-oriented aspects of their ethnic identity as Maori within New Zealand society at large. Interestingly, however," lost" in this context does not mean" untraceable", but it bears the connotation of" suppressed subconsciously". It is clearly assumed that if somebody has" lost" her or his Maoritanga, it can either be left untouched or be re-discovered. By the same token, Maoritanga may for strategic reasons be used at some occasions and kept hidden at others. Thus, the concept of Maoritanga is based on an objectified and essentialised conception of Maori traditional customs. The understanding that Maoritanga can be lost and recovered, be treasured and manipulated, involves a reification of Maori traditional culture as a primordial feature of Maori people. The primordial character of Maoritanga becomes particularly apparent when people who were brought up in a chiefly European environment begin