Facial Scripts: The Semiotic Journey of Māori Tattoos from Colonial Gaze to Cultural Revival

This chapter explores the semiotic journey of Māori facial tattoos, or moko, tracing their transition from symbols of indigenous identity viewed through a colonial gaze to powerful emblems of cultural revival and resistance. By examining historical encounters, such as those documented by Captain Cook and European settlers, the text delves into the intersection of semiotic ideologies, contrasting Western perspectives on individuality and representation with the Māori tradition of inscribing identity directly onto the body. The moko, simultaneously decorative and deeply symbolic, embodies a complex interplay of cultural, social, and individual identity. The analysis highlights the profound misinterpretations of moko by European observers and the resilience of Māori communities in reclaiming and redefining their traditional practices in the face of commercialization and cultural marginalization. This exploration underscores the enduring tension between cultural heritage and colonial narratives, offering insights into the broader implications of visual and semiotic practices in shaping identity and power relations.