Ancient cultures in all regions have used animal imagery as a means to represent intangible concepts such as strength and courage. Animal fetishes have been held as clan or tribe markers since the dawn of humanity. More recently these shamanistic totems have been revised. In modern times, corporate mascots and entertainment mascots have penetrated every corner of society. Do these modern totem poles work the same way as the old ones?
In traditional cultural practices, the totem is a ritual device that works by association. Because the crocodile is powerful, its totem is powerful, and those who claim the crocodile totem have that power as well. The oldest totemic figures tended to come from animals that the natives encountered in their natural splendor. The power and grace of the natural world are captured on the totem pole.
As human culture has transformed, so has our use of totemic figures. The use of mascots as a university symbol to participate in sporting events, for example, is a relatively new trend on the human scale of things. The use of mascots was first adopted by college athletic leagues in the early 1800s.
Since it became a university symbol, the mascot has taken on other characteristics unique to modern culture. Particularly interesting is the ironic tone in some pets. For example, Sluggo, the UC Santa Cruz banana slug mascot, doesn’t immediately strike fear into the hearts of his opponents. By choosing the banana slug, the university goes against our expectations while emphasizing the complex biodiversity of the campus region.
To some extent, these icons and totems share a similar function, but there are also important details that separate them. How are a logo, a totem, a mascot, and an icon different? You can tell them apart by their commitment to things like corporatism or ritualism. Mickey Mouse means different things to children and to the business world. The bat means something different to Bruce Wayne than it does to DC comics.
Companies, of course, have very special relationships with their pets. 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 work better. Logos are a tool to divert our attention towards these positive things and away from a corporation’s bleak past. The tiger tells us nothing about oil spills or government repression.
Being aware of this discrepancy, knowing the difference between how a logo represents a group and what actually constitutes the group, and being able to articulate this discrepancy are the building blocks of media literacy. Because the media has saturated our lives, we must ensure 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 entertainment and corporate mascots, I believe my bear totem is a sign of strength and power.
