When racism is promulgated on a number of fronts, including the media, it becomes a powerful and pervasive force in society, detrimentally impacting on the lives of those who are its object. This paper analyses Māori focus group interviews that traversed a wide range of sites where racism occurred, including print and broadcast media. We utilised a framework for understanding racism that is in line with key racism theorists and identifi es four primary levels through which it operates: internal, interpersonal, institutional and societal. The core themes to emerge in the findings reinforce this framework and have been grouped accordingly: Internalised Racism, Interpersonal Racism, Institutional Racism and Societal Racism. Negative effects on health and wellbeing were articulated by participants as was the call for transformative, counter hegemonic representations of Māori.