Romney M. Stewart and Dr. Allen W. Palmer, Communications

Utah’s large population of Pacific Islanders has continued to grow during the course of the past few years. However, it seemed to me that the majority of Polynesians I knew and saw worked in landscaping, cement or brick work, or other forms of manual labor. Why aren’t there more Polynesians involved in careers that Caucasians generally regard as higher status, such as accountancy, engineering, management, etc.? Is there something about their culture that places a different emphasis on job selection? What changes in communication and business methods must be initiated by immigrants in order to successfully compete with those in America’s society?

To find the answers to these questions I traveled to the kingdom of Tonga April 27, living with native Tongan families until May 12, 1998. I also contacted several Tongan business men and women living in Salt Lake City to determine what had been their reasons for success or failure.

Education, or lack thereof is one of the main reasons why many Tongans do not seem to climb the career ladder as many of their American counterparts. Liahona High School in Tongatapu and Saineha High School in Vava’u, are two of the largest and most technologically advanced high schools in the country. According to Sitalaiti Lotulelei, Tonga’s Director for the Church of Jesus Christ of Latter-day Saints Educational System, out of a combined graduating class of over 200 students , possibly 10 percent of the class or roughly 20 students might continue their education at the university level. The majority of these students are females. The percentage is very similar at high schools owned and operated by the Tongan government. This percentage is overwhelmingly low when compared to similar high schools in the United States. At Granite High School in Salt Lake City, Utah, in a graduating class of 260 students approximately 55 percent will pursue a secondary education.

This discrepancy in education creates a gap that is difficult for immigrants to overcome, who upon arriving in the United States find that their schooling in the Pacific has not prepared them academically for many of the challenges of providing for a family in America. Many of the skills so essential in America such as math, reading and writing skills have not been traditionally given much importance in Tongan society. Arts, creativity, and physical activity have been afforded much higher priority. Students’ ancestors were involved with farming or fishing for decades, and to break out and start something new is not always easy or accepted by other family members or friends.

Language changes must be made by those who grow up in Tonga and immigrate to America. This is a very difficult obstacle for many to learn a new language. English must be spoken on the campus of the LDS high schools and junior highs, but at the government schools it is not mandatory to speak English on campus. English opens doors and in America the majority of employers prefer employees who can converse in and understand the English language well.

According to the Tongan Department of Statistics, the national unemployment rate is 23.8 percent with 30.2 percent of the population working in agriculture. Only 6.7 percent of the population is involved in wholesale and retail trade. In Tonga, the image of an unemployed person is not necessarily seen as negative because unemployment is so common.

Parents want their students to go to school and to learn, yet once out of high school traditional cultural expectations become very strong. “Fai fatongia” or “responsibility to the family” is expected of those who are among the first in the family to graduate from high school. It becomes their responsibility to become a wage earner, get married, and start a family. They should help out the rest of their brothers and sisters arrive at the point they are now at by contributing money, time and resources. Even after leaving their homeland, money is often still sent back to the family. This is a thoughtful plan, but it also stifles many opportunities for the older siblings to continue any higher education for themselves. Oftentimes the youngest in the family are the only ones who actually can go to a university because by the time they graduate there are no children younger than themselves to care for.

Retaining customers for repeat business is done differently and those who now call America home must learn a new style. Product or service reliability and quality is shared almost exclusively by word of mouth, conversing with friends or relatives at the market, church or at a meal. Berry Faieeiki, owner of Mini-Mart USA in Nuku’alofa compared well the differences between repeat business in the two countries. “In Tonga, feelings and relationships are important. The better you know the person, the more business will be done. In America it’s first-come, first-serve.” The American style of attracting customers with flash, eye-catching ads is not employed well in Tonga.

Although not as strong as in years past, the Tongan caste system of every citizen knowing their position in society because of their birthright and status has had a large influence in communication styles. Tongans generally associate with other Tongans of the same level, whether they are nobles, town chieftains or commoners. In the United States, citizens from all walks of life commonly intermingle. Adjusting to these different sorts of communication can take time and be extremely uncomfortable at times.

In Tongan culture, certain events in life are recognized no matter what the cost. These include funerals and weddings, where it is required to care for friends and relatives anywhere between a few days up to a few months. This economic drain on a family continues to be an accepted practice because of the strong traditional ties. This “kavenga” as it is called, can create problems in a society that in today’s world requires careful planning and budgeting. The planning so essential to a public relations practitioner, both short term and long term, is not always utilized.

These many adjustments are difficult for first generation immigrants. Second and third generation Polynesian-Americans find it much easier, although still challenging. In the United States, many Polynesians work in jobs requiring large amounts of manual labor because the money can be very good with pay sometimes near $20 per hour. Work schedules can be flexible also, permitting time for family obligations, and not a lot of rigid education is required. It can be very difficult for Polynesians not to be influenced by their cultural beliefs and values.