Pacific researchers exploring the relationship between violence, media and their societies, are likely to be disappointed by the media-violence debate in the West which is characterised by inconclusiveness and a type of intellectual poverty which Pacific researchers would do well to avoid. This article suggests that in analysing the media's possible role in engendering violence, we are not simply concerned with representations of conflict and violence in the media. Rather, we may find that representations far removed from social turmoil can engender knowledges conducive to violence.