Vikings are the new Highlanders

Some folks in Scotland have what they apparently take to be a brilliant way of boosting tourism and trade: rebrand as a Nordic country.

The document points out that the north of Scotland is geographically closer to the Arctic than London and argues that taking on a Nordic identity would allow the country to “embed” itself more effectively within the Arctic community than presenting itself as a “near-Arctic” state.

As it happens, I have recently been re-reading Egil's Saga. Probably several of you have read it; for those who haven't, here's a quick summary.

Important parts of it take place in Scotland, as well as in Northumbria on the border regions, while Eric Bloodaxe is king out of Jorvik (or York, as it is now known, in a tributary relationship to the English king, having previously been king in Norway, but having had to flee). Egil fights against "the Scots," only they are led by a king named Olaf the Red, or Olaf Sigtryggsson, who also bears a Gaelic name, Amlaib Cuaran.

Lots of Scottish clans have explicit Viking links, too, such as the Clan Gunn.

So is Scotland Nordic, or is it Celtic? Well, it's both -- as is Ireland, where Brian Boru married a woman named Gormflaith, whose earlier husband was also named Olaf, and whose son was the same Sigtrygg Silkbeard that would later be forced to submit to Brian Boru after the battle of Clontarf.

In a way, I'm glad to see the interest in heritage. It's certainly an interesting heritage, as interesting as the Highlander heritage that would presumably be downplayed in order to advance the Viking heritage.

In another way, I wonder at this 'branding' exercise. It seems as if people take great care to choose their ancestors these days.