Alumni Perceptions of a University’s Decision to Remove Native American Imagery From Its Athletic Program A Case Study

• Published in: Journal of sport and social issues Vol. 38; no. 4; pp. 291 - 321
• Main Authors: Toglia, Jessica M., Harris, Othello
• Format: Journal Article
• Language: English
• Published: Los Angeles, CA SAGE Publications 01.08.2014; SAGE PUBLICATIONS, INC
• Subjects: Alumni; Athletes; Bans; College sports; Decisions; Miami, Florida; Narratives; Native North Americans; Nicknames; Perceptions; Schools; Sports; Sports Teams; Universities; United States > US; alumni; NCAA; athletic team nicknames; mascots; Native American imagery
• ISSN: 0193-7235; 1552-7638
• DOI: 10.1177/0193723514530567

One of the more contentious issues North American athletic organizations face is how to deal with Native American imagery that is associated with their sports teams. The National Collegiate Athletic Association (NCAA) has, in recent years, banned member organizations from using and displaying Native American nicknames and mascots at postseason events, with a few exceptions. This has led to protests, especially by alumni, at some schools. This case study examines how alumni at one university perceive and experience the removal of a Native American team nickname from the University’s athletic program. Fourteen semistructured qualitative interviews were conducted with alumni from Miami University representing one of three cohorts: those who graduated by 1993 (before the removal of the nickname was discussed or implemented), those who graduated between 1993 and 2000 (during the time the nickname was removed), and those who graduated after 2000 (after the change was implemented). Borrowing from the narrative inquiry approach, thematic analysis was utilized. Two major themes that arose irrespective of cohort are presented and discussed.