Nation branding in Zimbabwe: archaeological heritage, national cohesion, and corporate identities
This article critically assesses how heritage has been appropriated in various contexts to create national, partisan, and corporate identities in Zimbabwe. Using iconography, we attempt to establish how various players have created visual identities based on iconic archaeological artefacts and place...
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| Format: | Article |
| Language: | English |
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SAGE Publications
2022
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| Online Access: | https://doi.org/10.1177/14696053211002699 http://hdl.handle.net/11408/4678 |
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| author | Thondhlana, Thomas Panganayi Chitima, Simbarashe Shadreck Chirikure, Shadreck |
| author_facet | Thondhlana, Thomas Panganayi Chitima, Simbarashe Shadreck Chirikure, Shadreck |
| author_sort | Thondhlana, Thomas Panganayi |
| collection | DSpace |
| description | This article critically assesses how heritage has been appropriated in various contexts to create national, partisan, and corporate identities in Zimbabwe. Using iconography, we attempt to establish how various players have created visual identities based on iconic archaeological artefacts and places. We discern that archaeological evidence has played a vital role in the invention and re-invention of national identity and patriotic iconography. Archaeological evidence has influenced the branding of corporate bodies, including universities, which are the major focus of this paper. Visual manifestations of the ancient Zimbabwe Culture (madzimbahwe), especially Great Zimbabwe, dominate the branding process. The Zimbabwe bird, Conical Tower, and motifs associated with the drystone built heritage form the key visual elements in the country’s branding enterprise. We advance the argument that the period associated with madzimbahwe has been projected as the only ‘Golden Age’ of ancient Zimbabwe. Consequently, other heritages, diverse histories, and past cultural achievements have been marginalised. |
| format | Article |
| id | ir-11408-4678 |
| institution | My University |
| language | English |
| publishDate | 2022 |
| publisher | SAGE Publications |
| record_format | dspace |
| spelling | ir-11408-46782022-06-27T13:49:06Z Nation branding in Zimbabwe: archaeological heritage, national cohesion, and corporate identities Thondhlana, Thomas Panganayi Chitima, Simbarashe Shadreck Chirikure, Shadreck Archaeology Heritage Nationhood Visual arts This article critically assesses how heritage has been appropriated in various contexts to create national, partisan, and corporate identities in Zimbabwe. Using iconography, we attempt to establish how various players have created visual identities based on iconic archaeological artefacts and places. We discern that archaeological evidence has played a vital role in the invention and re-invention of national identity and patriotic iconography. Archaeological evidence has influenced the branding of corporate bodies, including universities, which are the major focus of this paper. Visual manifestations of the ancient Zimbabwe Culture (madzimbahwe), especially Great Zimbabwe, dominate the branding process. The Zimbabwe bird, Conical Tower, and motifs associated with the drystone built heritage form the key visual elements in the country’s branding enterprise. We advance the argument that the period associated with madzimbahwe has been projected as the only ‘Golden Age’ of ancient Zimbabwe. Consequently, other heritages, diverse histories, and past cultural achievements have been marginalised. 2022-03-11T10:33:56Z 2022-03-11T10:33:56Z 2021 Article 1469-6053 1741-2951 https://doi.org/10.1177/14696053211002699 http://hdl.handle.net/11408/4678 en Journal of Social Archaeology;Vol. 21; No. 3: p. 283-305 open SAGE Publications |
| spellingShingle | Archaeology Heritage Nationhood Visual arts Thondhlana, Thomas Panganayi Chitima, Simbarashe Shadreck Chirikure, Shadreck Nation branding in Zimbabwe: archaeological heritage, national cohesion, and corporate identities |
| title | Nation branding in Zimbabwe: archaeological heritage, national cohesion, and corporate identities |
| title_full | Nation branding in Zimbabwe: archaeological heritage, national cohesion, and corporate identities |
| title_fullStr | Nation branding in Zimbabwe: archaeological heritage, national cohesion, and corporate identities |
| title_full_unstemmed | Nation branding in Zimbabwe: archaeological heritage, national cohesion, and corporate identities |
| title_short | Nation branding in Zimbabwe: archaeological heritage, national cohesion, and corporate identities |
| title_sort | nation branding in zimbabwe: archaeological heritage, national cohesion, and corporate identities |
| topic | Archaeology Heritage Nationhood Visual arts |
| url | https://doi.org/10.1177/14696053211002699 http://hdl.handle.net/11408/4678 |
| work_keys_str_mv | AT thondhlanathomaspanganayi nationbrandinginzimbabwearchaeologicalheritagenationalcohesionandcorporateidentities AT chitimasimbarasheshadreck nationbrandinginzimbabwearchaeologicalheritagenationalcohesionandcorporateidentities AT chirikureshadreck nationbrandinginzimbabwearchaeologicalheritagenationalcohesionandcorporateidentities |