Mural identity
The recent debate (if it be dignified as such) about the merits of the ‘Wellywood‘ sign on Wellington airport land, invites attention on how places assert their identity.
The most common device for small-town New Zealand is the giant icon – for example, the Rakaia salmon or the Ōhakune carrot. These were a phenomenon of the 1980s, as rural towns suffered from the downturn in the farming economy, and looked to find ways of enticing visitors to stop, perhaps take a photograph of their giant ‘thing’, and even spend a few dollars on a bun and a cuppa. They were in many places a successful gimmick, but they tended to freeze identity – a problem which Gore tried to overcome by several large icons: a brown trout, a guitar and a merino sheep.
In the first decades of the 20th century such places would often trumpet their achievements through a statue of their founder or notable pioneer. So Ashburton put up a statue to John Grigg, who was responsible for draining the land around the neighbouring property of Longbeach and turning it into productive farm land. Bluff honoured its local booster, with a statue of Joseph Ward. But it was not very forward-looking to seek identity through a founder, and once the First World War came along these statues were often edged aside or upstaged by a large memorial to the dead of the Great War. Of course, war memorials were hardly expressions of distinctiveness, because every township or locality in the country had one.
More recently cities and regions have trumpeted their identity through slogans, such as the try-hard ‘Absolutely Positively Wellington‘, or Dunedin’s rather apologetic ‘It’s all right here’ (used from 1988 to the mid-1990s, and later replaced by the confounding ‘I am Dunedin’), or Horowhenua’s ‘The feel of real New Zealand’. The problem with this route to identity is that the slogans tire quickly, and they tend, as with the above examples, to be applicable to any community. They are not really expressive of particular identity and are little more than feel-good advertising slogans
Another way for a town or city to proclaim identity is through murals. The richness and abundance of these became apparent recently when I drove down the east coast of the South Island seeking images which might illustrate stories we had prepared for visitors to the Rugby World Cup. We are creating 3–4-minute-long audio files about characters, interesting events or natural phenomena to be found along the main highways of the country. I needed to find images to accompany these stories in a web-based slide show.
I soon realised that it would be quite hard, in many instances, to get photos of the actual subject matter. The story at Bluff is about oysters, but it was not an easy matter to arrange to go out on an oyster boat or capture shots of workers shelling oysters. It was much easier, and visually more interesting, to photograph the murals about the history of oystering which adorn the walls of the town. Similarly, in Kaikōura I had neither the time, nor funds, to go whale-watching, but the place is thick with murals, and in some cases sculptures, of whales and whaling. I ended up taking no less than 15 different images of such works.
Now, I know that these murals are kitsch, and not usually great art. But they do often capture the human history of the activity, and they reinforce a sense of a distinct identity in a way that is more interesting and varied than slogans or even giant icons. It is worth just looking at the murals in small Taranaki towns to see how often and in how varied a way, the mountain which dominates the region is pictured.
So, next time you have the pleasure of driving through small town New Zealand, keep your eyes open for the public art, and give thanks to the local muralists, usually unnamed and unrecognised, who have tried to capture their place in paint on shop walls.
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