Powerful Images.
Drinking in Iceland and Ideas of the
North
Hildigunnur Ólafsdóttir dr. philos.
Reykjavik Academy
Nordic Alcohol and Drug Researchers’ Assembly
August 23-25 2010
Grand Hotel Reykjavik
Governing images of Icelandic
drinking patterns
• Abstinence
• Moderate drinking
• Excessive drinking
The North
• …a wild even uncivilized force, yet one that is free, untamed, strong
and formative for all human life, is still in force
• Jochens: Geography and climate restricted availability of beer but
drinking ranked high among the pleasures of Nordic living
• Guðmundsson: Nordic mythology, saga and poetry
• Árnason: Fighting drunkenness
• Modern literature: drinking and partying
• Films: drinking scenes
Björk on binge drinking
„I don’t like drinking with food, I think Iceland people are a bit old-school like that – we
think if you drink with food then you’re an alcoholic…but if you drink lots, on a Friday
night…
Then you’re fine?
Yes. I think it’s called “binge drinking”. I don’t see the point of drinking unless you end
up dancing and letting go. I actually read somewhere that, if you look over a 40-year
period, it’s better for your body because then you get rid of so much stress. I’m a bit
like, black and white, not in color. But lots of drink, bit of dancing, bit of slapstick…is
good! Thing is, you can’t do that, that often. Twice a month would be good…but I
can’t wait, I think, fuck it!“
Professionals views
• Guðmundsson:
• “The feeling is prevalent in the Icelandic
national character that alcohol and
drunkenness must always go hand-inhand.”
• Gunnlaugsson:
• “The drinking habits of Icelanders, which
international comparisons have shown to
be exceedingly primitive,…”
Consul Gröndal writes:
• “The change over the last quarter-century in how the
nation handles alcohol is remarkable. In the past it was
‘King Bacchus’ who ruled; now he is, at best, like an
acquaintance or friend whom one might, or might not,
include.
• --• Icelanders on package tours abroad have started to
behave just like regular tourists. The new generation that
now holds positions of power and influence in Iceland is
the first in many centuries that is free from the bonds of
Bacchus. They are the people who can talk about
alcohol culture without blushing, go on wine tasting tours
of France, drink only specific types of single malt Scotch,
and have more than one type of vodka in the cabinet.”
Alcotourism
• The practice of travelling to drink
• Drinking while on holiday and while
travelling
A female journalist’s view
• “Astró is crawling with drunken Viking girls
who all look like Barbie dolls.”
The nightlife image
• “It would be very dangerous if this nightlife
image of Iceland were to become
permanent. In any case, visitors looking
for nightlife don’t stay long. It is those who
tour the country for longer periods that
create the most revenues, and we should
try to hold on to them and to facilitate an
increase in their numbers.”
Excessive drinking as an image
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Deep roots
Alcohol only? Allusion to illegal drugs
Arts, daily life and business
Images are tenacious
Increased attention to the North
Images and nation branding