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Abstract
In the first decade of the twenty-first century the University of Botswana (UB) branded itself among other things by changing its original and historical logo in response to severe competition for students. The logo had been made in 1983 by members of public and reflected sacrifices the population had made through contributions of cows for construction of the university in 1976. The new logo, which UB introduced in 2008, had features of the old one but in abstract form. However, this elicited strong disapproval in some quarters as people demanded restoration of the original logo which the university did in mid-2014. This paper argues that engaging members of public as opposed to foreign professional consultants in the conceptualisation of a symbol for a public institution seems to have significantly contributed to national pride and a sense of public ownership of the symbol. Change to the symbol for corporate survival was perceived as desecration of national historical heritage and was resisted.
Notes
1 C.J. Makgala, ‘Neil Parsons, National Coat of Arms and Introduction of Pula Currency in Botswana, 1975–1976’, South African Historical Journal, 66, 3 (2014), 504–520; O.K. Dingake, Unearthing the Hidden Treasure: The Untold Story of Gobe Matenge (Gaborone: Medi, 2011).
2 C.J. Makgala, ‘Historical and Politico-Cultural Significance of Botswana’s Pula Currency’, Pula: Botswana Journal of African Studies, 22 (2008), 49–53.
3 B.T. Mokopakgosi, ‘Self-reliance and the History of Higher Education: The Botswana University Campus Appeal’, Journal of Southern African Studies, 34, 2 (2008), 293–304.
4 C.J. Makgala and P.M. Sebina, ‘The Botched “National Prayer”: The Challenges in the Performance and Recording of the Botswana National Anthem, 1965–2006’, Botswana Notes and Records, 48 (2016), 72–84; C.J. Makgala and M. Bolaane, ‘Gobe Matenge’s Social Engineering Through Milestone Independence Anniversary Celebrations in Botswana’, Botswana Notes and Records, 48 (2016), 218–228.
5 Makgala and Sebina, 'The Botched "National Prayer"'; Makgala and Bolaane, 'Gobe Matenge's Social Engineering'.
6 Makgala, ‘Historical and Politico-Cultural Significance’.
7 Ibid., 51.
8 R. Morakanyane, ‘Why Not e-Brand Botswana?’, The Botswana Guardian, 8 March 2008.
9 ‘Cabinet Divided Over National Branding Logo’, Monitor, 4 January 2004.
10 I. Schapera, Tribal Innovators: Tswana Chiefs and Social Change, 1795–1940 (London: Athlone Press, 1970), 74–75; P.T. Mgadla, A History of Education in the Bechuanaland Protectorate to 1965 (Lanham, MD: University Press of America, 2003), 77–79.
11 N. Mills, ‘The Corporatization of Higher Education’, Dissent, 59, 4 (2012), 6–9, https://muse.jhu.edu/article/486336/pdf, accessed 12 February 2018.
12 R. Deem, ‘“New Managerialism” and Higher Education: The Management of Performance and Cultures in Universities in the United Kingdom’, International Studies in Sociology of Education, 8, 1 (1998), 47–70.
13 R. Went, Globalization: Neoliberal Challenge, Radical Responses (London: Pluto Press, 2000).
14 See R. Tabulawa, ‘Global Influences and Local Responses: The Restructuring of the University of Botswana’, Higher Education, 53, 4 (2007), 457–482.
15 R. Tabulawa, M. Polelo, and O. Silas, ‘The State, Markets and Higher Education Reform in Botswana’, Globalisation, Societies and Education, 11, 1 (2013), 108–135; Tabulawa, ‘Global Influences and Local Responses’; Mino Mompati Polelo, ‘The Small State, Markets and Tertiary Education Reform in a Globalised Knowledge Economy: Decoding Policy Texts in Botswana’s Tertiary Education Reform’, Journal for Critical Education Policy Studies, 7, 1 (2009), 406–432.
16 A. Hastings, The Construction of Nationhood: Ethnicity, Religion and Nationalism (Cambridge: Cambridge University Press, 1997), 162–164.
17 Ibid., 162.
18 E. Bornman, ‘National Symbols and Nation-building in the Post-apartheid South Africa’, International Journal of Intercultural Relations, 30 (2006), 383–399.
19 See M. Meredith, The State of Africa: A History of Fifty Years of Independence (Johannesburg & Cape Town: Jonathan Ball, 2005).
20 Q.K.J. Masire, Very Brave or Very Foolish? Memoirs of an African Democrat (Gaborone: Macmillan, 2006), 80.
21 F. Hayward and A.R. Dumbuya, ‘Political Legitimacy, Political Symbols, and National Leadership in West Africa’, The Journal of Modern African Studies, 21, 4 (1983), 645–671.
22 Bornman, ‘National Symbols and Nation-building’, 385; see also Z. Bauman, Globalization: The Human Consequences (Cambridge: Polity Press, 1998).
23 Bornman, ‘National Symbols and Nation-building’.
24 For example see I. Mazonde, ed., Minorities in the Millennium: Perspectives from Botswana (Gaborone: University of Botswana and Lentswe La Lesedi, 2002); L. Nyathi-Ramahobo, The National Language a Resource or a Problem: The Implementation of the Language Policy of Botswana (Gaborone: Pula Press, 1999); C.J. Makgala, ‘Nation-Building and a “Perfect” Country Name: An Appraisal of Letters to the Newspapers in Botswana, 1981 and 2002’, Botswana Notes and Records, 40 (2007), 88–99.
25 See Mazonde, Minorities in the Millennium. Also see K. Kiema Tears for My Land: A Social History of the Kua of the Central Kalahari Game Reserve (Gaborone: Mmegi, 2010).
26 C.J. Makgala and M.Z. Botlhomilwe, ‘Elite Interests and Political Participation in Botswana, 1966–2014’, Journal of Contemporary African Studies, 35, 1 (2017), 54–72.
27 For instance, see R. Werbner, Reasonable Radicals and Citizenship in Botswana: The Public Anthropology of Kalanga Elites (Bloomington: Indiana University Press, 2004).
28 Meredith, The State of Africa.
29 M. Wrong, It’s Our Turn to Eat: The Story of a Kenyan Whistle Blower (London: Fourth Estate, 2009), 140.
30 D.L. Horowitz, Ethnic Groups In Conflict (Berkeley: University of California Press, 1985).
31 A.I. Samatar, African Miracle: State and Class Leadership and Colonial Legacy in Botswana Development Portsmouth, NH: Heinemann, 1999).
32 D. Acemoglu, S. Johnson, and J.A. Robinson, 2002. ‘An African Success Story: Botswana’, CEPR Discussion Paper 3219, http://papers.ssrn.com/sol3/papers.cfm?abstract_id=304100, accessed 3 February 2017.
33 See M. Mogalakwe and F. Nyamnjoh, ‘Botswana at 50: Democratic Deficit, Elite Corruption and Poverty in the Midst of Plenty’, Journal of Contemporary African Studies, 35, 1, (2017), http://www.tandfonline.com/doi/full/10.1080/02589001.2017.1286636, accessed 15 April 2017; K. Good, Diamonds, Dispossession and Democracy in Botswana (Oxford: James Currey, 2008).
34 C.J. Makgala, ‘Taxation in the Tribal Areas of Bechuanaland Protectorate, 1899–1957’, Journal of African History, 46 (2004), 279–303.
35 Ibid.
36 Ibid.
37 C.J. Makgala, ‘“A Home Town Decision”: Location of Botswana’s Second University’, in H. Melber, ed., Governance and State Delivery in Southern Africa: Examples from Botswana, Namibia and Zimbabwe (Uppsala: Nordic Africa Institute, 2007), 21–42.
38 See G. Elgenius, ‘The Politics of Recognition: Symbols, Nation Building and Rival Nationalisms’, Nations and Nationalism, 17, 2 (2011), 396–418. http://onlinelibrary.wiley.com/doi/10.1111/j.1469-8129.2010.00482.x/full, accessed 10 May 2017; R. Kook, ‘Changing Representations of National Identity and Political Legitimacy: Independence Day Celebrations in Israel, 1952-1998’, National Identities, 7, 2 (2005), 151–171, http://www.tandfonline.com/doi/pdf/10.1080/14608940500144096, accessed 10 May 2017; G. Elgenius, Symbols of Nations and Nationalism: Celebrating Nationhood (Basingstoke: Palgrave: Macmillan, 2011); T. Kuzio, ‘History, Memory and Nation Building in the Post-Soviet Colonial Space’, Nationalities Papers: The Journal of Nationalism and Ethnicity, 30 (2002), 241–264, http://www.tandfonline.com/doi/abs/10.1080/00905990220140649?journalCode=cnap20, accessed 11 May 2017.
39 ‘H.E. Launches “One Man One Beast” Campaign’, Botswana Daily News, 31 March 1976.
40 ‘Donkey Now for BUCA Fund’, Daily News, 15 April 1976; ‘One Man One Beast, Not One Man One Donkey’, Daily News, 10 June 1976.
41 ‘Students Support BUCA’, Daily News, 23 April 1976.
42 Ibid.
43 ‘President Khama Pledges 30 Beasts’, Daily News, 28 May 1976.
44 ‘A Serowe Man Offers 10 Beasts to BUCA’, Daily News, 24 June 1976.
45 Email communication with Professor R. Werbner, 26 June 2015.
46 ‘H.E. BUCA Tour Round-UP’, Daily News, 9 July 1976.
47 ‘Khama Meetings Scores More BUCA Pledges’, Daily News, 14 July 1976.
48 ‘BUCA Pledges Still Below Half Target’, Daily News, 21 July 1976.
49 ‘De Beers Pledges R200 000 to BUCA’, Daily News, 18 August 1976.
50 ‘BUCA Speeds Fund-raising to Reach P1 million Target’, Daily News, 26 August 1976.
51 ‘BUCA “Optimistic” Quality of Beasts Improves’, Daily News, 3 September 1976.
52 B. Mphusu, ‘H.E. BUCA Appeal Resumes, Balete Respond Heartily’, Daily News, 6 September 1976.
53 Mokopakgosi, ‘Self-reliance and the History’, 293–294.
54 ‘BUCA Figure to be Disclosed’, Daily News, 15 October 1976.
55 ‘P900 000–BUCA Appeal to Go On’, Daily News, 17 November 1976.
56 ‘BUCA Scores Over P1M’, Daily News, 29 December 1976.
57 ‘University Act on the Card’, Daily News, 11 January 1982.
58 ‘President to Lead Academic Procession’, Daily News, 26 October 1982.
59 ‘The Popular Name Folds into History’, Daily News, 26 October 1982.
60 Ibid.
61 ‘The Million Cattle Logo’, Mmegi, 20 June 2014.
62 Interview with Mr B. Mazebedi, by mobile phone, 29 June 2015.
63 SMS communication with Professor B. Otlhogile (former UB Vice Chancellor), 18 April 2015.
64 R. Tabulawa, ‘Global Influences and Local Responses: The Restructuring of the University of Botswana’, Higher Education, 53 (2007), 457–482.
65 B.T. Mokopakgosi and T. Mogobe, ‘Establishing the “Modalities” For a Successful Developmental University in Southern Africa: Thomas Tlou and Reforms at the University of Botswana, 1980s–1990s’, BOLESWA Journal of Theology, Religion and Philosophy, 4, 2 (2014), 9.
66 D. Maue and T. Hayes, ‘The State of Higher Ed Branding; A Survey of Marketing Leaders’, The Chronicle of Higher Education, 15 April 2015, http://chronicle.com/blogs/ticker/colleges-embrace-brand-strategy-report-indicates/97271, accessed 17 April 2015.
67 Ibid.
68 Email communication from Professor B. Otlhogile, 16 April 2015.
69 SMS communication from Otlhogile.
70 Ibid.
71 Interview with Mr T. Mangope, Univeristy of Botswana, Gaborone, 15 June 2015.
72 B. Piet and T. Charles, ‘How UB Got Its New Logo’, Mmegi, 20 June 2014.
73 Email communication with Otlhogile, 21 April 2015.
74 Interview with Mangope.
75 Email communication with Professor J. Holm, 23 April 2015.
76 Piet and Charles, ‘How UB Got Its New Logo’.
77 ‘The Million Cattle Logo’, Mmegi, 20 June 2014.
78 ‘R3 000 Pledged to BUCA’, Daily News, 1 April 1976.
79 ‘The Million Cattle Logo’, Mmegi, 20 June 2014.
80 Mobile phone communication with Otlhogile 21 April 2015.
81 Email communication with Werbner, 23 April 2015.
82 D. Mmualefe, ‘Old UB Logo Embodies Our Parent’s Spirit of Ipelegeng’, Monitor, 23 June 2014.
83 Email communication with Otlhogile, 21 April 2015.
84 Interview with Mangope.
85 Interview with Mazebedi.
86 D. Magang, Delusions of Grandeur: Paradoxies and Ambivalences in Botswana’s Macroeconomic Firmament (Gaborone: Print Media Consult, 2015).