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| Fiji Airways (Photo: Australian Business) |
All eyes were on Fiji on March 19
th as people
around the world either heard by word of mouth, read on the internet or got a
chance to witness firsthand Fiji’s first Airbus A330 as part of
Fiji Airways rebranding.
The event in itself was a proud moment for all
itaukei and Fijian citizens in Fiji and abroad not only because it
would be our first Airbus powered by a Rolls-Royce engine or neither was it
because it is able to hold twice as more people and luggage as compared to the
24-year old Boeing 747-400 planes. The ultimate stand out reason is the feature
on the plane that boasts and showcases Fiji Airways new
masi logo design for the world to see. As people from a small Pacific island country its the little things we take the most pride in and one of the many things are our
masi designs that have been passed down from a long line of ancestors.
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| Masi Printing (Photo: Google Images) |
A
masi is a
decorative cloth made from the bark of a Paper Mulberry tree which is stripped,
beaten until all individual strips are glued firmly together to make one and
dried until its texture is soft and white. This is the standard
method used to create a
masi however
other practices are used to give a
masi a
certain crisp brown look some of which include holding it over an open fire for a few minutes.
Overall, all different islands each have its own way
of personalising their methods to make their
masi distinct from the others. A
masi
plays a very significant role in the Fijian culture therefore Air Pacific, that
will officially begin its rebranding to Fiji Airways in June dawned upon the
idea of bringing the airline closer to the people and closer to the nation
resulting in their decision to call upon local Fijian
masi artist Makereta Matmosi to develop a
masi symbol for its new logo and new identity.
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| 15 distinct masi motifs (Photo: ABC) |
However while it was a well thought out plan and idea that
was welcomed with open arms by many people in support of Air Pacific/Fiji
Airways to incorporate a cultural practice and traditional design as part of
its rebranding, not many are for the idea of Air Pacific filing for exclusive
ownership over 15 other distinct masi motifs.These fifteen designs are entailed to be apart of the designs displayed within the interior and exterior of the new Airbus and will also be imprinted onto Fiji Airways merchandise such as uniforms and bags amongst other items. These designs are basic elements of a Fijan kesakesa art - almost
like the letters of an alphabet, used in various combinations to create
art with meaning.
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| Tongan tapa design (Photo: Google Images) |
These various forms of
kesakesa art is what defines the people of Fiji as it has been passed down from many generations therefore it has become very much apart of our culture. Although, it is also important to keep in mind that these designs should not belong to one entity in itself because it is collectively owned for the people and by the people of the Pacific! Countries such as Tonga, Samoa, and Niue also have very similiar designs to the kesakesa art and will be under very tough constraints if Fiji Airways is granted legal rights to these designs.
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| Niue design (Photo: Google Images) |
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| Samoan Tapa Design (Photo: Google Images) |
How inconvenient it would be for our heritage artists as well as our contemporary artists to limit and restrict themselves from showcasing or using these design motifs all because exclusive ownership is granted to one airline company! How is that even fair especially considering the fact that these various designs were invented by the itaukei women thousands of years ago.
As a result if Air Pacific trademarks them, the
company would have the right to block anyone else from using them. As mentioned earlier a
masi is a
decorative cloth which consists of local designs drawn or stenciled onto the
masi, many of which is made by our local craftspeople, fashion designers, masi
makers and carvers. These group of people rely on the use of these ancient
designs to not only use the existing motifs directly but also for recreating, for example combining two or more designs to formulate one. Thus, keeping the designs fresh without having to completely change the type of designs drawn on a traditional masi.
Therefore, how will the
majority benefit from allowing one single entity to disallow these motifs ever
being used again? For one must remember that there can only be so many
different designs that locals can use. On a small scale it will affect the
local economy and it will definitely see the use of masi become very rare as
not many will be made due to the restrictions and limitations the locals will
have upon designing. On the other hand, on a larger scale if Air Pacific/Fiji
Airways gain full ownership over the other 15 designs one may begin to witness
the change in a masi’s traditional importance. How? Take for example, if all
the traditional designs were held “hostage” so to speak, by Air Pacific/Fiji
Airways what other option would a sole breadwinner of a family that makes and
sells masi’s have either than to incorporate other designs that may not even be
local or close to a normal masi design? It will not only allow the masi to lose
it value but also to lose its significance to our Fijian culture.
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| A local masi maker shows off her masi designs (Photo: The Fiji Times) |
Therefore with this ever changing and developing world we
now live in, we must do whatever it takes to grasp and hold onto every bit of
our culture we can preserve. A price or a trademark sign should not be placed on these designs and Fiji Airways should reconsider stripping its indigenous people of what rightfully belongs to them. By all means use the designs for commerical purposes as it is apart of our Pacific pride however seeking exclusive ownership to these masi motifs demands attention and objection. Trademark what is rightfully your own and not what belongs to the indigenous people!
