Environment refers to the total physical surrounding of the place where we live. In New Zealand, tourism marketing strategy coined the terms clean, green and 100% pure terms with reference to their environment as a way of marketing their nation to the international community. Even though this started in the 1990s, the whole idea started during the colonial era. Interestingly, this idea that started as a myth in environmental conservation aspects of New Zealand. The whole national identity of New Zealand was shaped by this idea with poets and artists portraying the nation as a place of undisturbed beauty and purity. This paper seeks to explore the concept of clean environment in New Zealand in the context of the role of self, encounters and citizenship.
The individual person makes the society and the society make the nation. The myths of clean, green and 100% pure New Zealand changed the attitude of the individuals and the entire nation. Inventions and socio economic practices all carry out their activities with the slogan in the mind and this has yielded good results and eventually turned out to be real. Due to the attitude that the individual citizens had with their nation, the tourists who visit the nation have to follow the same example and in the end, the nation has turned out to be green and 100% pure. During tourism advertisements, all that is shown is the green clean fields which attract people to the country. As a result, the government and all the stakeholders worked towards greening their nation with agriculturalists trying to ensure that the place is truly green and clean.
The people who visit New Zealand, the institutions, employers and the government are all working towards the achievement of the status which was first stated as a myth. The nice stories told about the environment, the painted pictures all support the slogan which was stated long time ago. The nation now rides on the drive of the people to realize the clean, green and 100% pure status. Participation of all the stakeholders, the fear of the consequences, a sense of belonging, the rights and the duties of every individual enhances the clean status of the nation.
Currently, the people of New Zealand, in their homes, local community and even social networks have embraced citizenship. The nation respects the social norms and put the legal and political frameworks which have made the realization of the clean environment a reality. Even though these efforts have been put in place, the clean, green and 100% pure New Zealand remains a myth with some environmental problems still encountered. Even though it has low environmental impact, there are still a lot more that needs to be done. for example, a study in 2010 revealed that there is poor resource consumption, pollution, biodiversity loss among others.
The ‘Aotearoa’ is now a polluted land. New Zealand which was painted as pure undisturbed land now experience all forms of pollution with threats to biodiversity, genetic engineering, biodiversity, green house emission among others. To others, the slogan can maintain but to those who are inside the story is different. It is better for the government to put more focus on the self, the encounters and the citizenship so as to realize sound environmental management other than continuing to ride on the myth.
In conclusion, New Zealand is not as a clean, green and 100% pure as is painted by the artists and described by the poets. Real issues in environmental pollution exist and it is necessary for all the stakeholders to take the issues seriously and make the myth turn out to be a reality.