Be Profound. Be Orange March 16th, 2013
Submitted by Chad Wheeler
Is “Be Orange” anything more than a slogan? In a consumer based world our daily interaction is bombarded with statements just like this one. Mantra type motivational catchphrases make an attempt to promote certain types of human behavior or emotion. Does it matter then if the motto is profound or original? Should it matter? The answers to these questions become an exercise in ethics. This essay will examine whether or not “Be Orange” is profound or original and determine whether or not it is significant if these criteria aren’t met.
“Just Do It”, a Nike slogan that conceivably lives in the hearts of many adrenaline junkies, athletes, and motivational speakers worldwide. It can be interpreted as symbol of ethical egoism at work because its main objective is self-serving in the capitalistic environment which it exists. This is not an attempt to diminish positive things done by the Nike Corporation but the slogan doesn’t define what not to do. From a corporate point-of-view the phrase could simply indicate a motivation to purchase a particular product; to cast off inhibition for self-interest. Others have magically altered this to mean something more. The slogan is viewed through creative marketing as an empowerment of human achievement. There are hundreds of other corporate slogans that would also meet these same descriptors.
The motivation for being “Orange” has similar traits though. When analyzing the strategic plan put forth by OSU these similarities become evident. The “culture of collaboration” clearly spells out who benefits. It is paraphrased so that the student receives a ‘better product’ but it also defines who the corporation is. Another point was “growth in student enrollment”. However, they go on to preface this by indicating particular demographics that they wish to appeal too. This concept of diversity equality is problematic. It operates under the guidelines that some people are more valuable than others based on a certain criteria. So being “Orange” is precluded then from any connection to equality and then must be more akin to being chosen or privileged. Privilege is certainly a trait in common with anyone who has purchased Nike attire.
Two other factors indicated in the strategic plan were the concepts of a “comprehensive capital campaign” and “regional positioning”. These are important to empire building. For OSU they address the competitiveness that occurs with other colleges locally and globally. These notions also tend to use people as means in order to achieve their goals. One way to accomplish this task is through social cohesion. So it seems logical that a slogan built on pride would provide cover for this type of achievement to occur. It could be perceived when deconstructed as nothing more than a promotional gimmick designed to first and foremost benefit the corporation. The university grows its influence and the student body receives a false notion of pride based on the concept of privilege. Otherwise there would be a clear distinction between what it meant to “Be Orange” at OSU versus: Syracuse, University of Tennessee, Auburn University, University of Texas, or Clemson just to name a few. It is likely though that if one were to visit these campuses the student body and staff would not look or behave much differently than the student body at OSU. Just watch a televised sporting event for proof.
Wartburg College in Waverly, Iowa also has a “Be Orange” campaign developed and implemented in 2000 – 2001 by a marketing company called ME&V. The college describes “Be Orange” this way on their website:
“Be Orange” isn’t just a slogan. It’s an attitude, a mantra – a way of life. It’s the energy that comes from being independent and making your own unique choices. It’s the warmth in the genuine smiles you see around campus. It’s the inner glow you feel when you get involved in service to others. It’s the spark of intellectual curiosity that ignites when you find your true calling. It’s the fire that drives you to pursue your own passions. Wartburg students want to stand out and put their gifts to good use, and they want to support others doing the same. They are involved, busy and multi-talented. Wartburg students know how to balance school, activities and social life. They work hard, have fun, manage their time and graduate in four years. It’s about being different. It’s about being real. It’s about being you.” (www.beorange.net )
OSU measures graduation success on a six year scale. Other than that everything used to describe being orange would apply to the community at OSU. This example is merely reinforcing the notion that “Be Orange” is possibly just another insufferably irritating mantra type motivational catchphrase.
This essay has provided some stark comparisons indicating that the slogan “Be Orange” is neither profound nor original. The question still remains, should it? It is the opinion of this author that anything less than profound and original sacrifices the sanctity of the degree that myself and other students seek to acquire. The prestige connected with a degree from OSU should be of the utmost importance because it affects our very livelihood. Otherwise the time and money spent obtaining that dream is nothing more than a sham. Academic integrity is a standard which the student body is held to and the university should be held to account when it does not operate under the same moral guidelines that it seeks to employ. BEAVERS are better than this! The pride that we share should be based on what we can accomplish together not our collective privilege. We do this best through our profundity and originality. Let us continue to showcase THIS as our shining contribution to the world not through a slogan but how we represent a sustainable solution to education and the viability for the world!