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Cited by 16Cultural Identity and HeritageAfrican studies and sociopolitical issuesNational Identity and Symbolism

The DOI matches its Crossref record; 65 of the 65 references it cites were found in a registry or an index.

Nation branding in Zimbabwe: Archaeological heritage, national cohesion, and corporate identities

Thondhlana, Thomas Panganayi, Chitima, Simbarashe Shadreck, Chirikure, Shadreck·2021·Journal of Social Archaeology
DOI 10.1177/14696053211002699
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Abstract

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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Crossref · 10.1177/14696053211002699

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65 of 65 references verified0 citation errors · 0 not checkable

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Research works printed but not linked: 31

  1. Bandama F, 2013, Zimbabwean Archaeology in the Post-Independence Era, 17
  2. Beach DN, 1988, Zimbabwean Prehistory, 20, 1
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  5. Dinnie K, 2008, National Branding: Concepts, Issues, Practice
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  8. Hitchcock RK, 2016, The San in Zimbabwe: Livelihoods, Land and Human Rights
  9. Hubbard P, 2009, Honeyguide, 55, 109
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  11. Katsamudanga S, 2013, Zimbabwean Archaeology in the Post-Independence Era, 1
  12. Lee RB, 2001, African Study Monograph Supplement, 26, 257
  13. MacIver DR, 1906, Mediaeval Rhodesia
  14. Magadzike B (2011) An investigation of Zimbabwe’s contemporary heritage practices of memorialising war: A case study of the Heroes' Acres in Matabeleland South Province. MA Thesis, University of the Western Cape, South Africa.
  15. Manyanga M, 2013, Zimbabwean Archaeology in the Post-Independence Era, 247
  16. Mazarire GC, 2005, Zimbabwean Prehistory, 25, 19
  17. Mguni S, 2013, Zimbabwean Archaeology in the Post-Independence Era, 37
  18. Mufuka K, 1983, Dzimbahwe: Life and Politics in the Golden Age 1100–1500 AD
  19. Mutamiri P (2017) The impact of branding on corporate identity: A case study of Midlands State University . BSc Honours Dissertation, Midlands State University, Zimbabwe.
  20. Nhamo A, 2007, Out of the Labyrinth: The Significance of Kudu Images in the Rock Art of Zimunya
  21. Nhamo A, 2013, Zimbabwean Archaeology in the Post-Independence Era, 61
  22. NUST, 2018, National University of Science and Technology Yearbook 2018/19
  23. Panofsky E, 1955, Meaning in the Visual Arts
  24. Pikirayi I, 1997, Caves, Monuments and Texts: Zimbabwean Archaeology Today, 143
  25. Pikirayi I, 2000, Journal of Peace, Conflict and Military Studies, 1, 1
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  27. Pwiti G, 1996, Aspects of African Archaeology: Papers from the 10th Congress of the Pan-African Association for Prehistory and Related Studies, 817
  28. Sagiya ME, 2020, Journal of African Cultural Heritage Studies, 2, 1
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  30. 10.1057/9781137293565_13 · DOI
  31. Walker NJ, 1997, Caves, Monuments and Texts: Zimbabwean Archaeology Today, 9

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Metadata

Authors
Thondhlana, T. P., Chitima, S. S., & Chirikure, S.
Affiliations
  • Great Zimbabwe University (ZW)
  • Midlands State University (ZW)
  • University of Cape Town (ZA)
Corresponding author
Thondhlana, Thomas Panganayi
Venue
Journal of Social Archaeology
Publisher
SAGE Publications
Published
2021-03-15
Volume
21
Issue
3
Pages
283-305
ISSN
  • 1469-6053 (ISSN-L)
  • 1741-2951
DOI
10.1177/14696053211002699
OpenAlex
W3136588518
Semantic Scholar
8c3ddee2d96a8a7298097bc6136f2fd352b155a7
Cited by
15
References
60
Citations by year
2026: 4 · 2025: 4 · 2024: 3 · 2023: 3 · 2022: 1
FWCI
8.07
Type
journal article
Language
en
Open access
closed
Licence
journals.sagepub.com/page/policies/text-and-data-mining-license (tdm)
Locations
Journal of Social Archaeology (publishedVersion)
Topics
  • Social Sciences › Cultural Studies › Cultural Identity and Heritage
  • Social Sciences › Sociology and Political Science › African studies and sociopolitical issues
  • Social Sciences › Sociology and Political Science › National Identity and Symbolism
Keywords
nation branding, archaeological heritage, national identity, corporate identity, visual identity, Great Zimbabwe, universities, national unity, Zimbabwe

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