The largely rural life in early New Zealand led to the image of New Zealanders being rugged, industrious problem solvers. Modesty was expected and enforced through the "tall poppy syndrome", where high achievers received harsh criticism. At the time, New Zealand was not known as an intellectual country. From the early 20th century until the late 1960s, Māori culture was suppressed by the attempted assimilation of Māori into British New Zealanders. In the 1960s, as tertiary education became more available, and cities expanded urban culture began to dominate. However, rural imagery and themes are common in New Zealand's art, literature and media.