The spirit of the nation: Scotch whisky advertising as a vector of consumer nationalism in the 20th and 21st centuries
Résumé
As its very name suggests, “Scotch whisky” is a perfect object of study for consumer nationalism and offers an example of how powerful commercial interests can, unwittingly or otherwise, build up everyday constructions of national belonging. This paper intends to use a longitudinal, quantitative approach using a corpus of several hundred Scotch whisky ads from the 20th and 21st centuries to study how the commercial construction of Scottishness has shifted over time within an overarching British identity. This has relevance for the 21st century where a sense of Scottish particularism has underpinned both devolution and the independence movement, with the 2014 referendum nevertheless showing the continued strength of forms of Unionist nationalism which celebrate Scottishness while rejecting the political aspirations of statehood. This study will seek to examine the degree to which today’s whisky advertising presents Scotland as an integral part of the UK and its associated cultural institutions or, conversely, depict Scotland as a land and people that are archetypically different.
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