Jester and King: The Symbolic Role of the University Mascot in Performative Service of the Public Good

This qualitative case study examined how the University of Virginia mascot “Cavman” serves a public service mission, while also studied how people perceive Cavman and UVA, through the embodiment of Cavman in a public service mission. Using a conceptual framework supported by organizational theory (Bolman and Deal; Meyer and Rowan) and semiotics (Pierce), this study includes a document analysis of historical information related to the mascot, along with 10 semi-structured interviews with both performers of the mascot along with community members that had varying experiences with the mascot. The interviews and document analysis were coded using seven codes derived from the conceptual framework: connect, strengthen, inspire, tell story, seek soul, understand, and make meaning. Findings suggest that Cavman is an elevated, meaningful symbol of the university, firmly aligned with the public service mission of a university, in terms of a mascot’s role in deepening, often joy-filled connections in a community. There is very little research on the pro-social benefits of a university mascot, with this study laying the groundwork for more research on a mascot’s untapped, broadening potentials.