View metadata, citation and similar papers at core.ac.uk brought to you by CORE provided by OTHES DIPLOMARBEIT Titel der Diplomarbeit „Scottish National Identity: the Case of Irn Bru“ Verfasserin Stefanie Gattringer angestrebter akademischer Grad Magistra der Philosophie (Mag.phil.) Wien, 2012 Studienkennzahl lt. Studienblatt: A 343 Studienrichtung lt. Studienblatt: Anglistik und Amerikanistik Betreuerin: Assoz.-Prof. Mag. Dr. Susanne Reichl Acknowledgements I would like to thank my family and friends for their support during my studies and during the time I spend on writing this thesis. My gratitude goes especially to Eva H. for her valuable comments. Many thanks also go to my supervisor, Dr. Susanne Reichl, who enabled this research project and provided me with helpful feedback. Furthermore my gratitude goes to the Erasmus scholarship programme. The Erasmus scholarship enabled me to study at the University of Aberdeen and thus to enrich my academic life. It sparked my interest in Scotland and was the inspirational source for the topic of this thesis. I would like to dedicate this thesis to my parents, Renate and Stefan Gattringer, in order to thank them for their inestimable support and encouragement throughout the years. And the good thing is that as we arrive at a position where Scottishness, and especially Scottish identity, is neither perceived nor defined in any narrow way, we are no longer looking towards a series of ideas or symbols, far less searching for a hero, this kind of work is entirely suited to the spirit of the times, offering a sense of optimism and hope through experimentation and imaginative freedom that shows no sign of diminishing. (MacDougall 2001, 270) Table of Contents 1. Introduction ................................................................................. 1 2. Historic Outline............................................................................ 4 2.1 Key dates .............................................................................................................. 4 2.1.1 Declaration of Arbroath ....................................................................................................... 4 2.1.2 Jacobite rebellions ............................................................................................................... 5 2.2 Relationship to England ......................................................................................... 6 2.3 Scotland as nation within the UK ........................................................................... 8 2.3.1 Devolution .......................................................................................................................... 13 2.3.2 The role of the Scottish National Party .............................................................................. 15 3. National identity ........................................................................ 19 3.1 Setting the scene ................................................................................................. 19 3.2 Theories of national identity ............................................................................... 24 3.2.1 Benedict Anderson ............................................................................................................. 25 3.2.2 Anthony Smith ................................................................................................................... 27 3.3 Scottish National Identity .................................................................................... 30 3.3.1 General aspects .................................................................................................................. 31 3.3.2 History ................................................................................................................................ 35 3.3.3 Myth ................................................................................................................................... 37 3.3.3.1 The Stuart Myth ........................................................................................................ 39 3.3.4 Place ................................................................................................................................... 41 3.3.5 Language ............................................................................................................................ 43 3.3.6 Britishness versus Scottishness .......................................................................................... 47 3.3.7 Inferiorisation..................................................................................................................... 52 3.3.8 Images and symbols of Scottishness .................................................................................. 56 3.3.8.1 The Highlands ........................................................................................................... 59 3.3.8.2 Tartanry .................................................................................................................... 63 3.4 Regional identities .............................................................................................. 67 3.5 Performance of national identity ........................................................................ 71 3.5.1 Tartan Army ....................................................................................................................... 73 4. Popular culture and national identity ......................................... 76 4.1 The Braveheart effect ......................................................................................... 77 4.2 Scottish Newspapers ........................................................................................... 79 4.3 Advertising ......................................................................................................... 80 4.4 Irn Bru ................................................................................................................ 84 4.4.1 Irn Bru and advertising ....................................................................................................... 85 4.4.2 Irn Bru If –TV advertisement .............................................................................................. 93 4.4.2.1 Barrowland Ballroom ................................................................................................ 98 4.4.2.2 Celtics vs. Rangers .................................................................................................. 100 4.4.2.3 Romance in defeat .................................................................................................. 101 4.4.2.4 Foreign beach ......................................................................................................... 103 4.4.2.5 Sleet ........................................................................................................................ 104 4.4.2.6 Kilt ........................................................................................................................... 105 4.4.2.7 Midges .................................................................................................................... 106 4.4.2.8 Skinny dipping/ Forth Bridge .................................................................................. 108 4.4.2.9 Charity..................................................................................................................... 110 4.4.2.10 Language ................................................................................................................. 111 4.4.2.11 Jock ......................................................................................................................... 113 4.4.2.12 Phenomenal ............................................................................................................ 114 4.4.3 Irn Bru Snowman/ Christmas campaign –TV advertisement ........................................... 115 4.4.3.1 The Snowman ......................................................................................................... 118 4.4.3.2 Falkirk Wheel .......................................................................................................... 119 4.4.3.3 Forth Bridge, Glenfinnan viaduct and Eilean Donan castle .................................... 120 4.4.3.4 Loch Ness & Nessie ................................................................................................. 123 4.4.3.5 Edinburgh: Princes St Gardens Ice Rink .................................................................. 124 4.4.3.6 Glasgow: Royal Concert Hall and George Square ................................................... 125 4.4.4 Irn Bru “Ginger girl” – spoof advertisement..................................................................... 128 4.4.5 Irn Bru Can Clan ............................................................................................................... 131 5. Conclusion .............................................................................. 136 6. Bibliography ............................................................................ 138 6.1 Primary Sources ................................................................................................ 138 6.2 Secondary sources ............................................................................................. 138 6.3 Online Sources .................................................................................................. 143 German Abstract ..........................................................................