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Stockholm Studies in Human Geography No. 24

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Stockholm Studies in Human Geography No. 24 ACTA UNIVERSITATIS STOCKHOLMIENSIS Stockholm Studies in Human Geography No. 24 A place apart? Debating landscapes and identities in the Shetland Islands Charlotta Malm Abstract Based around the concepts of landscape and identity, this thesis examines several contemporary debates in the Shetland Islands with a view to finding out more about where people in this group of islands currently ‘are’ in terms of their geo- graphical and cultural location, from both a local and non-local perspective. Drawing on a multi-method approach, including textual analysis, participant observation and semi-structured interviews, the study points to the often complex and contentious relationship between power structures and notions of local versus national interests, particularly in the areas of landscape management and nature conservation. The image of Shetland is also discussed in some detail, revealing the im- portance of how this island group is perceived both outside the islands and among people living in Shetland. It becomes evident, in this context, that ideas associated with ‘northness’ and ‘remoteness’ can be understood as something quite problematic while, at the same time, such ideas can also be used as an asset with which to brand the islands to external markets. The study is set against a backdrop of devolved power structures, nation build- ing and the upcoming referendum on Scottish independence. From a broader perspective, the thesis ties in with a more general discourse in which local and place specific studies are gaining increasing importance in what is frequently referred to as a rapidly globalizing world. Key words: Shetland Islands, landscape, identity, devolution, Scottish Natural Heritage (SNH), place branding, land use planning, northness, island studies, cultural and geographical location This is a print on demand publication distributed by Stockholm University Library. Full text is available online at www.sub.su.se ©Charlotta Malm and Acta Universitatis Stockholmiensis 2013 ISBN electronic version 978-91-87235-35-1 ISBN printed version 978-91-87235-36-8 ISSN 0349-7003 Publisher: Acta Universitatis Stockholmiensis, Stockholm Distributor: Stockholm University Library Printed 2013 by US-AB Cover photograph: Shetland ponies wearing Fair Isle jumpers, shot on the Westside, near Walls, Shetland. Reproduced by kind permission of Rob McDougall. ...while walking this land, I am the pen on the paper; while drawing this map, my pen is myself walking the land. Tim Robinson 1996 Contents Preface .......................................................................................................... ix Thorny issues ............................................................................................................ ix The legacy of the thistle ........................................................................................... x Doing away with a weed? ...................................................................................... xii Signifying identities ................................................................................................ xvi 1 Introduction ............................................................................................ 19 Placing the study ..................................................................................................... 19 Outlining the thesis ................................................................................................. 25 Identity matters ....................................................................................................... 26 The place of devolution .......................................................................................... 31 Same but different? ................................................................................................ 35 2 Scot-land-scapes .................................................................................... 43 A view from above .................................................................................................. 43 Imagining the Highlands and Islands .................................................................. 46 Perspectives on landscape research .................................................................... 51 Here and now ........................................................................................................... 58 3 To the islands ......................................................................................... 61 Island studies ........................................................................................................... 61 Facts and figures ..................................................................................................... 64 Where in the world? ................................................................................................ 67 Exploring the islands ............................................................................................... 75 Methodological concerns ........................................................................................ 79 North × 3 .................................................................................................................. 82 4 Assessing the Shetland landscape ..................................................... 89 Landscape characteristics ...................................................................................... 89 Planning for nature and landscape ....................................................................... 93 Introducing the landscape programme ............................................................... 96 Reading and contextualising the report ............................................................ 100 Talking it through .................................................................................................. 107 Landscape futures ................................................................................................. 111 5 Beauty and the beach ......................................................................... 117 Designations ........................................................................................................... 117 Story-telling ............................................................................................................ 120 The National Scenic Area ..................................................................................... 126 Building a new house ............................................................................................ 129 Landscapes and identities .................................................................................... 137 6 Responding to a new era.................................................................... 141 Black gold ............................................................................................................... 141 A darker side of success ....................................................................................... 145 Shetland way of life? ............................................................................................ 147 The big spring clean .............................................................................................. 151 Looking ahead ........................................................................................................ 157 7 Pride of place ........................................................................................ 165 Visit Shetland ......................................................................................................... 165 Place branding ....................................................................................................... 169 Better than Bahamas! .......................................................................................... 176 Rewriting identity .................................................................................................. 180 8 A place apart? ....................................................................................... 189 Thesis overview ..................................................................................................... 189 Concluding remarks .............................................................................................. 197 Bibliography .............................................................................................. 201 Media and internet .................................................................................. 215 The Shetland Times .............................................................................................. 215 Other newspapers ................................................................................................. 218 Web pages .............................................................................................................. 219 List of illustrations ................................................................................... 221 Acknowledgements ................................................................................. 223 Preface Thorny issues At the turn of the millennium, the Scottish Tourist Board introduced a series of new signs along many roads in Scotland. The overall idea behind this initiative was to help tourists and others find the way to sights of cultural, historical and natural significance across the country, from Dumfries and Galloway in the south to Shetland in the north. In addition to showing various place names, a logo in the form of
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