South Auckland has always been misrepresented by the news media in New Zealand. Most news stories published about South Auckland focus on crime, poverty, violence, gangs and ‘horrific’ deaths. Headlines that imply negative connotations on the community not only create a bad reputation amongst the public, but it also negatively impacts the lives of the individuals living in South Auckland. This project aims to reveal the social stigmas insinuated by the media about the people and the area of South Auckland. It displays the responses of the community and how stereotyping affects the culture and the lifestyle of individuals living in negatively represented communities. (2018)