Shoko Whittemore

Dr. Samson
Writing Ethnographies
Proposal
Due: Tuesday April 1
st
, 2014
Abstract:
This paper examines the role of the College bookstore and its
merchandise within the Davidson community. In addition to an ethnography
observing the customer flow of the Davidson College bookstore, it will be an
attempt to measure this campuss school spirit. I will interview students who
purchase Davidson merchandise and inquire their degree of school spirit as well
as their understanding of the overall campus mood. This paper will examine
whether school spirit differs by class, racial, or gender and will attempt to better
understand why or why not students believe they represent or support their
school.
Over the years, Davidson merchandise has evolved and attempts to better
embody or even brand the academic institution. Besides interviewing the
students, I will interview the employees to observe the change in the quality,
types, and forms of merchandise. This paper will also explore the importance of
colors and the mascot, generally branding, for academic institutions and its
contribution to school spirit.



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Problem Statement and Objective:
Over my four years, I can count the number of sport games (including all
sports) on a single hand: four. I asked my friends how many games they have
been to. They awkwardly exchange glances and mumble a single digit number.
Even the Davidsonian Yowl mocks the football team and their surprising record
(10-0). Davidson athletic event attendance is so low that they must tempt us
with monetary rewards, concert tickets, and iPads. As a whole, we support our
friends and their efforts but our school spirit is not defined by attending athletic
events. How do we define our school spirit?
My research problem is who buys what at the Davidson college bookstore
and why. What groups within the Davidson community purchase these types of
merchandise that are branded with the Davidson logo? I would like to better
understand the social climate at Davidson by observing the persistent groups
who visit the college bookstore and the motives behind their purchases.
This study may give insight on life at Davidson through our choices to
support the school and its branded image. Through interviews and observation,
this study will attempt to unravel the campuss interest with school spirit.
I expect to see a great amount of male, Caucasian athletes purchasing
clothing. I also expect see more affluent customers at the bookstore since the
prices are quite costly. I also expect to see a lot of customers who may purchase
such apparel as gifts.


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I am curious to find out whether the traditional cuts of clothing with the
template fonts sell more than the new trendy styles that the college is trying to
sell as well.
Literature Review:
There seems to be quite a lot of articles and reports on mascot and the
controversies revolving around human mascots. There also seems to be a couple
of studies on what school spirit is, at least in high school. As for data, there
seems to be specific cases where the experiences revolve around certain schools.
On terms of branding, there are some explanatory articles that discuss
what branding is in contemporary society. There are also a couple of articles
that explain how companies establish branding and emerge as brands.
Since there are no specific documents that relate to my topic, I will try to
look through the established data as reference and will apply it to my own
findings.
Methods:
A range of methods will be used in the project including a literature
review, interviews, and ethnography. This combination of qualitative and
quantitative data will allow for a better understanding of the current school
spirit.
The literature review will consist of general information on branding,
logos, and of previous data taken by other academic institutions ranging from
high schools to universities.


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Those who participate in the interviews will consist of students,
community members, and potentially alumni. There will be several questions
ranging from the item they purchased to their opinion on school spirit. There
will also be a separate interview for the sales clerks to observe the changing
trends in merchandise.
An ethnography will also involve prospective customers and how they
decide not to purchase such items.
Bibliography
First, Lucas. "Banana Slug." Journal of College Admission 202 (2009): 4-5. Web.
Forgard, Benjamin D. The Evolution of School Spirit and Tradition at Oregon State
University. Rep. N.p.: Oregon State University, 2012. Print.
Frank, Stephanie. "Showing Your School Spirit: Why University Color Schemes
And Indicia Do Not Deserve Trademark Protection." Boston University Law
Review 92.1 (2012): 329-368. Academic Search Complete.
Henderson, Nancy. "Mascot Madness." Currents 39.1 (2013): 52-54. Web.
Libbey, Heather P. "Measuring Student Relationships to School: Attachment,
Bonding, Connectedness, and Engagement." Journal of School Health 74.7
(2004): 274-83. Web.
Nakassis, Constantine V. "Brand, Citationality, Performativity." American
Anthropologist 114.4 (2012): 624-38. Print.
Nicklin, Julie L. "Colleges Hope New Logos Will Help Them Sell More
Merchandise." The Chronicle of Higher Education. The Chronicle of Higher


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Education, 22 Mar. 1996. Web. 20 Mar. 2014.
Terzian, Sevan G. "The Elusive Goal of School Spirit in the Comprehensive High
School: A Case History, 1916-1941." The High School Journal 88.1 (2004):
42-51. Print.
Vedwan, Neeraj. "PESTICIDES IN COCA-COLA AND PEPSI: Consumerism, Brand
Image, and Public Interest in a Globalizing India." Cultural Anthropology
22.4 (2007): 659-84. Print.
Wenkert, Robert, and Hanan C. Selvin. "School Spirit in the Context of a Liberal
Education." Social Problems 10.2 (1962): 156-68. Print.