Identity and icons: conflict and consequences surrounding the University of North Dakota's 'Fighting Sioux' name and logo

Controversy surrounds the University of North Dakota's (UND) logo and nickname, The Fighting Sioux, generating a conflict with the neighboring American Indian tribe [Native American], the Standing Rock Sioux, dating back to the 1960's (Phillips and Rice 2010:511). Previous research done on this topic left a large discrepancy regarding the concept of cultural identity attached to the conflict, developments that have taken placed since 2005, and more recent developments. The question I examine is why this issue incorporates such differing opinions. I examined the concept that the root of this controversy lies within cultural identities which are linked to the same idea, yet with diametrically opposed interpretations applied to it. I believe this issue is neither exclusively about ignorance nor intentional ethnic discrimination but about concepts grounded in identity, history, politics, financial motivations, and institutional difference.