Mascots
Revealed: Their Significance & Symbolism within Sporting Entities and the Problematic
Representation of Native American Minority Populations
One of
the most prominent features of any sporting body is the team mascot. It is argued that the mascot was
developed to create a school identity within collegiate athletics. Chandler states that “the mascot
signifies a proud heritage and continual identification by students…embodying
the spirit of the school.” The mascot
thus becomes far more than a fixture within the sporting arena; rather, it is
an object that is readily identifiable, and one which personifies the vivacity
and values of a specific institution or professional franchise. In addition to providing a framework
for school unity, the mascot serves to generate revenue through the sales of
merchandise and through continued alumni support.
Mascots
are not unlike Sesame Street characters whose purpose is to entertain
children. Mascots must thus be
considered figures that are present to entertain children and adults. If one is
at a sporting event, it is almost guaranteed that he or she will see a Mascot
in full gear, getting a rise out of the crowd. Mascots embody team spirit. One must question why mascots are
such a significant part of the American identity in sport? When considering the history of sports
mascots it becomes easy to understand why Americans fall in love with them so
easily. Mascots have come to represent a positive image for states nation-wide.
Mascots play an important role in the sporting industry; they represent a
state’s identity, as well as embody a positive attitude that unifies sports
fans. A part of the mascot’s
positive image and purpose is to increase exposure of the company by creating
awareness, building loyalty, and selling their products. Demonstrating this relationship, we can
reference instances in which we have seen the Oriole bird mascot at Camden
Yards pitching t-shirts and other stadium-affiliated merchandise into the crowd.
As we
know mascots hold great importance to a fan base, community and sports team.
They can embolden togetherness and instill a sense of unity in a group of
people. In addition to serving in
an intimidating capacity, mascots also house an entertainment element. Many mascots embody characteristics
intended to instill fear or a sense of danger. Animals such as lions, bears and eagles manifest this
concept.
But we
also know that mascots have the possibility to be offensive and hurtful. This
situation can thus create a conundrum. If a mascot is deemed offensive by some,
but others see it as a symbol of unity and tradition, how then does the sports
community adjust to accommodate all involved parties?
At
sporting events mascots create media exposure and excitement, and are often
photographed for print media, or television broadcasts. Another positive role that the Mascot
embodies is that involving appeal to the human psyche. If a mascot has a
distinguishing personality people become attached to it, like that of the
Baltimore Ravens which evokes “rising and conquering.” Mascots tend to get the crowd excited
for a game, something that can’t be achieved by a person outside of this
role. At games, one is guarantee
to see a fan dressed like the Ravens Mascot in all its glory, imitating the
mascot. Mascots serve as vehicles to remind the consumers of who they are and
what they represent. Mascots give sports goers a sense of pride and dignity, a
representation of self, a winner! But, with every positive aspect, there are
also negative aspects which warrant consideration.
The use
of Native American mascots is one of great pertinence when one considers the
underlying implications. Although
institutions claim that the use of Native American imagery is done an honorable
manner, one cannot negate that the inaccurate and incomplete portrayal of these
populations is problematic. This
appears to be another instance of cultural appropriation, such that dominant
White society picks and chooses those aspects of a minority racial population
which they find appealing, negating the broader circumstance, context, and
associations. Not only have
Caucasian populations physically conquered Native American territory, but the
present use also metaphorically captures what little control the population has
to accurately display itself.
One must
further question why particular Native American populations don’t find such use
offensive. Perhaps media has
naturalized images and the manner in which audiences analyze images, resulting
in a neutral stance toward issues such as these which reinforce hegemony. Certainly, if larger minority
populations were depicted in similar lights, society would be outraged. Why then is it permissible for the
minority population which is native to this land, to be demeaned and
marginalized?
There
are a few ways administrators in sports communities can help rectify the
situation. Instead of telling a particular group how they should feel about
their mascot sports communities can exercise cultural competency and realize
it’s not about how they “mean” for the mascot to come across, but how it is
perceived by the minority group.
Focus groups could be set up to discuss if there is a middle ground that
the two parties could reach. Perhaps learning about and adjusting how mascots
are portrayed might lessen the perceived offensiveness. This would also permit the sports
community to retain some of their traditions.
It is
important for the majority population to recognize by keeping offensive mascots
around, and by not accepting that they are offensive and telling minority
groups they should not be offended they are reinforcing white privilege. Because these dominant groups fall
within the “norm,” they are able to create images, and dictate social
perceptions of these minority groups.
An ironic concept arises in the scenario of a high school in Utah which
rejected the name “Cougars” for their mascot because it was deemed to be
offensive to older women. However, Native American cultures are still allowed
to be mocked and paraded around on football fields. Unfortunately many people
ignore this issue based on pure ignorance toward the situation. Perhaps if
individuals were more informed, and if the minority population was given a
substantial voice, others would understand how powerful a mascot can be.
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Works
Cited:
Mississippi Mascot Controversy: http://www.telegraph.co.uk/news/worldnews/northamerica/usa/7300892/Mississippi-students-to-vote-on-controversial-mascot.html
10 Most Controversial Mascots: http://topcollegesonline.org/10-most-controversial-college-mascots-ever/