Oh, you don’t look Māori: Socially assigned ethnicity.

This paper discusses experiences of Mäori who self-report that they are socially assigned as Päkehä and explores these experiences in relation to Mäori identity and colonisation. Utilising Kaupapa Mäori theory, methodology and methods, semi-structured interviews were undertaken with 10 participants. Three interrelated themes were identified through a thematic analysis: claims of identity, challenges to identity and reinforcement of identity. The themes informed the conceptualisation of Te Haerenga Tuakiri, which illustrates the complexity of Mäori identity and how it is navigated by Mäori who are socially assigned as Päkehä in various ways and in various contexts.