A homecoming aimed at those who are already at home

The rather monocultural shape which the SNP’s ‘Homecoming Scotland’ year seems to be assuming has been previously investigated by O’Neill (from whose article I have shamelessly pilfered the above image). From the outset it was clear that a rather kitsch reading of Scottish identity (which is after all particularly prescient for many nationalists) would predominate. In their defence one might posit that it is just such an interpretation which might chime most readily with ex pat tourists at whom the initiative was purportedly aimed.

Shane Greer, however, alleges that the Scottish Executive has briefed its chosen ad agency to promote the event only in Scottish publications. This seems a rather strange strategy to adopt if the aim is attracting visitors from around the world. Greer deduces that from the outset the year of homecoming was aimed merely at stoking sentimental nationalism amongst Scots voters before the proposed independence poll in 2010. It might however have been supposed that the SNP would take more care to dress up its cynical exercise as a legitimate initiative.

I have faith that Scotland’s electorate will not be as easily manipulated.

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