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Abstract
This paper explores the role of runes in communal identity formation and self-presentation in the small Scottish island group of Orkney. Its data consists of publically visible runic texts which are produced in the 20th and 21st centuries, appearing for example on signage, local products and souvenirs, in logos and public artwork, and on people's own bodies. It is shown that runes in Orkney function as an outward manifestation of island identity, both towards tourists and internally in the community.
Key words: Runes, Orkney, modern runes, identity.
Slowa kluczowe: runy, Orkney, wspólczesne runy, tozsamosc.
Introduction
This paper addresses the ways in which runes are used in modem contexts in the Orkney Islands, Scotland. By "modem", the 20th and 21st centuries are meant, and the contexts in question include the arts and crafts business sphere, tourist information material, decoration of public buildings, the logos of businesses, clubs and societies and public bodies, and presentation of local produce and products. Texts in various runic alphabets are popular in all of these contexts, either as pure decoration or also sometimes by conveying a meaningful message. The paper surveys some of the output of modem runic writing and discusses what motivates the use of runes in these contexts by means of qualitative feedback from producers of modem runic texts.
Historical background
Orkney is a group of islands off the north coast of Scotland, located about 16 kilometres away from the Scottish mainland. The islands were formerly held as an earldom under the Viking age/medieval kings of Norway and subsequently by the kingdom of Denmark-Norway. However, the islands were transferred to Scotland as part of a marriage dowry in 1468 when Princess Margrethe of Denmark married James III of Scotland.1 The princess was the daughter of King Christian I of Denmark, who had run up high debts.2 In place of cash, Christian pawned Orkney in 1468 and Shetland in 1469 to the Scottish kingdom (op. cit.). In theory, if the cash debt had been paid, Orkney and Shetland could have been returned to Denmark-Norway. However, Thomson3 4 5 suggests that Christian never had any real intention of redeeming the pledge, realising that "transfer to a foreign power which for many years had coveted the islands could not...