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Ancient cultures in every region have used animal images as means of representing intangible concepts like strength and courage. Animal fetishes have stood as markers of clan or tribe since the dawn of human kind. More recently, these shamanistic totems have been revisioned. In modern times, corporate mascots and entertainment mascots have penetrated to every corner of society. Do these modern totems function in the same way as the ancient ones did?

In traditional cultural practices, the totem is a ritual device that functions by association. Because the crocodile is powerful, its totem is powerful, and those who claim the crocodile totem have that power too. The oldest totemic figures tended to come from animals that natives would encounter in their natural splendor. The power and grace of the natural world is captured in the totem.

As human culture has transformed, so too has our use of totemic figures. The use of mascots as a university symbol to drag out at sporting events, for example, is a relatively new trend in the human scale of things. College athletic leagues first took on the use of mascots in the early 19th century.

Since becoming a university symbol, the mascot has taken on other characteristics unique to modern culture. Particularly the ironic tone in some mascots is interesting. For example, Sluggo the banana slug mascot for the University of California at Santa Cruz does not immediately strike fear into the hearts of his opponents. By choosing the banana slug, the university works against our expectations while also emphasizing the complex biodiversity of the campus region.

To some degree, these icons and totems share a similar function, but there are important details that separate them as well. How are a logo, a totem, a mascot, and an icon different? You can distinguish them by their engagement with things like corporatism or ritualism. Mickey Mouse means different things to children and to the corporate world. The bat means something different to Bruce Wayne than it does to DC comics.

Businesses of course have very special relationships with their mascots. Business logos like the Exxon tiger are meant to remind us of the good and positive things that the corporate product can do for us. The tiger assures us that our car will run the best. Logos are a tool to divert our attention toward these positive things and away from a corporation’s sometime shady past. The tiger doesn’t tell us anything about oil spills or the suppression of governments.

Being aware of this discrepancy, knowing the difference between how a logo represents a group and what really constitutes the group, and being able to articulate this discrepancy are the basic components of media literacy. Because the media has saturated our lives, we must be sure that all of our children are trained in these skills. They cannot be contributing citizens without being able to think critically.

I have a totem that I often turn to for inspiration and courage. Like all of the corporate mascot and Entertainment mascots, I think my bear totem is a sign of strength and power.

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The idea behind mascots is to select something for a competitive team, an animal, person or thing that is somehow supposed to bring the team good luck. It is not always about emulating the traits the selected mascots embody, although that may be the origins. It’s easy to see why a football team might want to call itself the Rams or the Tigers, but sport mascot designs include a wide range of things, even colors.

It may be more accurate to consider that the mascot is something to rally around, something that brings the community in closer association with the team. It’s a way for the fans of the team to identify with the players on the field. School colors work in much the same way. If the team has selected an animal like a cougar as its mascot, then you are likely to see all manner of representation of cougars for the fans. From shirts to jackets and shoes to key chains, the image of the cougar marks those who carry or wear them as fans that support that team.

Some might consider it simply a clever marketing ploy, one facet of sports promotion. Revenue generated from the sale of mascot emblazoned trinkets and gear provides a means to defray the cost of travel and equipment for the team itself. Alumni are certainly another source of revenue, and they absolutely love their mascots. It is from the alumnus, that usually seen a more extreme form of mascot collection.

The mascot seems to be more than just that, the commercial side pales when compared to the motivational possibilities. The mascot doesn’t just give team a name, It gives them an identity. Even when they’re not practicing on the field were actually playing a game is not unusual for the players to wear the jacket’s emblazoned with their mascot everywhere. It becomes a part of their persona, who they are.

Likewise, fans absolutely love to wear jerseys like the ones the players sport on the field. The more closely they resemble the actual jerseys, the more coveted they are. Fans even choose their favorite player, and wear jerseys with their players name emblazoned on the back. It is a show of camaraderie and belonging.

For many universities, the mascot is a part of the history and culture of the school, deeply ingrained in the student body. The mascot along with the trophies in the glory case proudly displayed in the ministration buildings even play a role in recruiting. Ironically, the exact history of the mascots has been long lost. But no matter every school will have a story behind its mascot. The United States Air Force Academy is a reasonably young university, and he chose as its mascot the falcon. That they selected a bird is probably not a surprise because the falcon because it is known as the fighter jet of the avian world.

But not everything about mascots is without controversy. Names and references to items, religious practices and tribes of Native Americans have long caused friction. In 2005, the incidental aseptic for how they use of these mascots. They may be detained is a Native American symbol or name as a mascot from participating in a championship game under their jurisdiction.

One of the effective universities with Florida State, whose mascot, the Seminole, named after the Seminole tribe of the southeastern United States, would make them ineligible, threatened to sue the NCAA. What made this conflict interesting is the Seminole tribes within Florida loudly supported FSUs use of the icon. Seminole tribes outside of Florida were very much against it. It’s a clear example of the emotions sport mascot designs can generate, which is precisely what they are suppose to do.

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