Robert the Bruce and the Scottish Independence The Influence of Historical Films and National Tourism Board VisitScotland on the Representation and Popularization of a National Stereotype MASTER THESIS Master Thesis Tourism and Culture Madelon Brouwer Madelon Brouwer, s4622049 / 1 Robert the Bruce and the Scottish Independence The Influence of Historical Films and National Tourism Board VisitScotland on the Representation and Popularization of a National Stereotype Master Thesis Student: Madelon Brouwer Date: 20 July 2020 Master Arts and Culture Studies, specialization Tourism and Culture Radboud University Supervisor: Prof.dr. A.M. Smelik Second Reader: Dr. A.M.G. Arnout Madelon Brouwer, s4622049 / 2 Table of Contents Abstract ...................................................................................................................................... 5 Author’s Note ............................................................................................................................. 6 Introduction ................................................................................................................................ 7 STATUS QUAESTIONIS ...................................................................................................... 9 CORPUS, METHODOLOGY AND THEORY ................................................................... 11 RESEARCH QUESTION AND SUBQUESTIONS ............................................................ 12 HYPOTHESIS ...................................................................................................................... 12 CHAPTER STRUCTURE .................................................................................................... 13 Chapter 1: Theoretical Framework .......................................................................................... 14 COUNTRY BRANDING ..................................................................................................... 15 Definition .......................................................................................................................... 15 Brand Equity ..................................................................................................................... 16 Identity Construction ........................................................................................................ 17 REPRESENTATION IN FILM ............................................................................................ 18 Elements of Film Construction ......................................................................................... 19 Audience’s Interpretation of Meaning .............................................................................. 21 Chapter 2: Scottish National Identities and the Legend of Robert the Bruce .......................... 25 SCOTTISH IDENTITY FORMATION: SCOTS AND FOREIGNERS ............................. 26 Scots and the English ........................................................................................................ 27 Identity: Scottish or British? ............................................................................................. 31 SCOTTISH NATIONAL IDENTITY AND ROBERT THE BRUCE ................................ 33 The Legend of Robert the Bruce ....................................................................................... 33 The Aftermath of Robert the Bruce’s Reign ..................................................................... 36 Chapter 3: The Representation of Robert the Bruce(‘s legend) in Films ................................. 41 FILM IN CONTEXT ............................................................................................................ 42 Madelon Brouwer, s4622049 / 3 ROBERT ON FILM: ANALYSIS OF NARRATIVE AND MISE-EN-SCÈNE ................ 45 Scottishness ....................................................................................................................... 45 Attitudes and Battles ......................................................................................................... 47 The Heroic Struggle and National Survival ...................................................................... 49 Discussion of Findings ...................................................................................................... 52 Chapter 4: VisitScotland’s Branding of Robert the Bruce ....................................................... 56 MARKETING THE LEGEND ............................................................................................ 56 VisitScotland ..................................................................................................................... 57 Robert the Bruce as a Brand ............................................................................................. 58 MARKETING ROBERT THE BRUCE FILMS .................................................................. 59 The Cinematic Representation of Robert the Bruce on VisitScotland .............................. 60 Marketing Methods of VisitScotland ................................................................................ 62 MARKETING AND POPULARITY OF ADAPTATIONS................................................ 64 Critics and Fans ................................................................................................................. 64 (Un)Accepted Representation ........................................................................................... 65 MARKETING A NATIONAL STEREOTYPE ................................................................... 68 Conclusion ................................................................................................................................ 70 DISCUSSION ....................................................................................................................... 72 Bibliography ............................................................................................................................. 75 Madelon Brouwer, s4622049 / 4 Abstract This research aims to contribute to the field of tourism by investigating national identity and stereotype formation of and by tourism destination Scotland. It poses as a response to a question from earlier academic literature about what ambiguous narratives might be successful. By exploring concepts of country branding and cinematic representations of Scotland via the legend of Robert the Bruce, the King of Scots in the early fourteenth century, this thesis provides insight into the success of this ambiguous narrative and its place within Scottish identities and stereotypes. This research considers his legend, its role in Scottish identity, its cinematic adaptations, namely So Dear to My Heart (1948), Braveheart (1995), The Bruce (1996), Outlaw King (2018) and Robert the Bruce (2019) and its marketing on VisitScotland, the official Scottish National Tourism Board. These analyses serve as the groundwork on which I base my results. This thesis examines how the perceived Scottish national identity is shaped by its historical past, the stereotypes to which it is reduced and its differentiation with identities of foreign countries. Dominant Scottish stereotypes continue to be formed by circulating representations, such as cinematic adaptations of Scottish narratives and perceived identities, and interpretations of filmmakers, audiences, governmental officials and tourists. The analysis of what cinematic representations of Robert the Bruce are present on VisitScotland, clarifies how tourists and online visitors might interpret the legend of Robert the Bruce as a characteristic of the popularized Scottish national stereotype. Keywords: branding, representations, film, Scotland, Robert the Bruce, national identity, national stereotype, VisitScotland. Madelon Brouwer, s4622049 / 5 Author’s Note “Oh flower of Scotland When will we see, your like again That fought and died for Your wee bit hill and glen And stood against him Proud Edward’s army And sent him homeward Tae think again.” – The Corries, The Flower of Scotland. In May 2019, I had the privilege to visit the site of the Battle of Bannockburn, where I photographed Robert the Bruce’s statue (see the front page) and beheld the circular monument that depicts the opposition of the Scottish and English, while Robert the Bruce’s axe on the flag pole stands in the middle. My visit was part of the study association’s annual study trip to the United Kingdom. I have always been interested in British history, hence my Bachelor’s degree in English Language and Culture, but after my two visits to Scotland and its Highlands in 2019, I knew that I would remain fascinated by Britain. Tourism and travelling are other interests of mine. As ‘the tourist’ in my friend group, I seek cultural hotspots and quiet towns when on holiday. Tourism fascinates me because of the contact with other cultures and the possibility to meet and learn from new people. This Master has allowed me to gain knowledge about the theoretical aspects of travel and issues of mass- tourism, while my thesis subject relates to my interest in Scotland. Writing my Master thesis during the COVID-19 pandemic has not been an easy task but I have managed to complete it with the support of several people. I would like to thank my parents for their support and interest in my writing process. Many thanks also to my supervisor, Prof.dr. Anneke Smelik, for her feedback and understanding. Lastly, I would like to thank my peers and friends from the Master,