津巴布韦的国家品牌:考古遗产、民族凝聚力和企业身份

IF 1.6 2区 历史学 Q1 ANTHROPOLOGY
T. Thondhlana, S. S. Chitima, S. Chirikure
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引用次数: 3

摘要

这篇文章批判性地评估了遗产是如何在各种情况下被挪用来创造津巴布韦的国家、党派和企业身份的。利用图像学,我们试图建立不同的玩家是如何根据标志性的考古文物和地点创造视觉身份的。我们发现,考古证据在国家身份和爱国图像学的发明和再发明中发挥了至关重要的作用。考古证据影响了包括大学在内的法人团体的品牌,这是本文的主要关注点。古代津巴布韦文化(madzimbahwe)的视觉表现,尤其是伟大的津巴布韦,主导着品牌塑造过程。津巴布韦的鸟、锥形塔和与干石建筑遗产相关的图案构成了该国品牌企业的关键视觉元素。我们提出的论点是,与马津巴韦有关的时期被预测为古津巴布韦唯一的“黄金时代”。因此,其他遗产、多样化的历史和过去的文化成就都被边缘化了。
本文章由计算机程序翻译,如有差异,请以英文原文为准。
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 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.
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来源期刊
CiteScore
3.10
自引率
8.30%
发文量
9
期刊介绍: The Journal of Social Archaeology is a fully peer reviewed international journal that promotes interdisciplinary research focused on social approaches in archaeology, opening up new debates and areas of exploration. It engages with and contributes to theoretical developments from other related disciplines such as feminism, queer theory, postcolonialism, social geography, literary theory, politics, anthropology, cognitive studies and behavioural science. It is explicitly global in outlook with temporal parameters from prehistory to recent periods. As well as promoting innovative social interpretations of the past, it also encourages an exploration of contemporary politics and heritage issues.
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