Metaphors from Alice in Wonderland illustrate firstly the ridiculous ...

penetrate one another and provide the materials whence can be derived
knowledge of nature and knowledge of culture in their full symbiosis – the
achievements of the ancients and the moderns in a way that gives full credit to
the preoccupations of both.
In this post-positivistic writing, I take a metatheoretical stance and trust that the theories,
background, knowledge and values of myself as researcher will influence the observed, perceived and
deconstructed. I also recognise the possible effects of biases. I believe that different realities and
cultural tendencies exist and, therefore, that my reality exists, even though it is impossible to verify
that this is true. However, ontology, the possibility and desirability of objective truth and my use of
experimental methodology support my practical and conceptual reasons. In addition, the principles of
AI (Whitney & Trosten-Bloom, 2003) serve as the catalyst to further an Appreciative approach to rural
HEI identify formation.
In addition, I use some metaphors from the Alice in Wonderland movie (Burton, 2010), as distinct
from the book, in order to illustrate the pointlessness of an unauthentic identity (Livingstone &
Harrison, 1981).
Making sense of the concepts underpinning identity
An insider-outsider perspective, joined by Alice in Wonderland
Self-image, self-esteem, individuality, identity within psychology, identity within branding, identity
development, authentic identity and internal branding are the key concepts that form the foundation
of the theory that relates identity to the individual and the institution.
Psychologists explain self-image as “what I think others think about me” (McIntyre, 2008:43). If this
theory is applied to an institution, this make-believe image is a construct of the institution‟s
perception of itself, of others‟ perception of itself, and of its perception of others‟ perceptions of itself.
It is, therefore, an accurate or inaccurate representation of the institution that influences the
institution holistically, in both its intrinsic and extrinsic functioning (Rogers, Kuiper, & Kirker, 1977).
An unappreciative self-image can be damaging to both the individual and the institution and might
entrap the self-perceived victim in stereotyping, prejudice and an inability to reach his/her/its destiny
(Adler, Rosenfeld, & Proctor, 2004).
The psychological term self-esteem refers to the individual‟s description and evaluation of his/her allencompassing
personal worth or worthiness (Baumeister, 2003). A healthy self-esteem, as a
construct of self-confidence or personal capacity and self-respect or personal worth, elicits the belief
33