Is saying ma’[insert name] a term of affection, or is it something you say to refer to someone?

I saw someone say it was what you’d say when referring to someone indirectly- but that doesn’t sound right.

Neytiri says “ma’ Jake” to Jake many times throughout the movies to his face.

In Frontiers of Pandora, Tamtay says “ma’ so’lek” at the end of the third DLC, talking to him directly over comms.

But I’ve never seen it used in reference to anyone else, which makes me think it translates to “my [insert name]”