I sat behind the Michigan student section. I do not believe that the cheers were initiated by the cheerleaders. The students were very well organized on their own.
When my son enrolled at USC, and we had orientation, we had an orientation luncheon. At the luncheon, there was about a half hour session with members of the marching band who played all of the fight songs, and if there were hand motions we learned them then, and did them at the luncheon. This stuff needs to start on day one with the students. It is not only about athletics, but about general school spirit and pride. Michigan students ALL knew the words to their fight song, and also sang it over and over loudly!!! Then ended it with one of their fight cheers. It was very impressive. I think the athletic department needs to work on this. This ties in to fundraising and everything. It all comes down to those memories of cheering, etc.
I was there in the Manley Zoo years, and I have lived with that spirit we had for years. I also did the "who cares" "so what" who's he...cheer, and still do it by myself quietly. It was a great cheer to rouse everyone up at the beginning of the game. I guess it is considered "not nice" to say that about other players. We were much tougher back then.