Attitudes Toward the Utes Nickname and Logo
AbstractSports teams with American Indian (AI) nicknames and logos have encountered controversy over the last 30 years, experiencing backlash attributed to their negative cultural and societal effects. Discussion of the acceptability of these symbols and images has been particularly persistent at schools that use AI nicknames or logos. At the University of Utah (UofU), rhetorical analysis of the use of the Utes nickname and logo have been conducted. The present work adds to existing scholarship by employing quantitative data to examine peopleâ€™s attitudes toward the Utes nickname and logo. Specifically, we conduct a survey to assess individual attitudes on campus toward an array of AI cultural issues and concerns. As many concerns about the use of AI imagery and culture arise in the context of athletics, we also examined perceptions toward AI culture in these settings. The implications of these findings are discussed.
Authors who submit to this journal must agree to the following terms:
a) Authors retain copyright over their work, while allowing the conference to place this unpublished work under a Creative Commons Attribution License, which allows others to freely access, use, and share the work, with an acknowledgement of the work's authorship and its initial presentation at this conference.
b) Authors are able to waive the terms of the CC license and enter into separate, additional contractual arrangements for the non-exclusive distribution and subsequent publication of this work (e.g., publish a revised version in a journal, post it to an institutional repository or publish it in a book), with an acknowledgement of its initial presentation at this conference.
c) In addition, authors are encouraged to post and share their work online (e.g., in institutional repositories or on their website) at any point before and after the conference.
d) The Author grants Marriott Library the nonexclusive, perpetual, worldwide, irrevocable right to reproduce, distribute, display, publish, archive, preserve, digitize, transcribe, translate, provide access and transmit their work (in whole or in part) for any non-commercial purpose including but not limited to archiving, academic research, and marketing in such tangible electronic formats as may be in existence now or hereafter developed.
e) Marriott Library may elect, in its sole discretion, not to exercise the rights granted herein.
f) Author shall retain copyright in and to the Work and Marriott Library shall provide proper attribution in its exercise of the rights granted herein.
g) Author is solely responsible and will indemnify and hold Marriott Library and/or the University of Utah harmless for any third party claims related to the Work as submitted for publication.