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St Patrick A migrant, a myth and a global brand?

Dr Fiona Murphy looks at how St Patrick, the religious figure, has been co-opted as a kind of global green marketing tool.

THE TROUBLE WITH saints is that they never stay where you put them. You carve their statues, paint their faces into stained glass, pin their names to cathedrals and street signs, but still, they wander. They slip out of history’s grasp and into the realm of folklore, commerce and kitsch. And nowhere is this truer than with St Patrick — a man who, by all accounts, wanted nothing more than to escape Ireland, only to become its most enduring claim to fame.

Patrick’s story, at least the one we tell now, has all the elements of a classic epic: captivity, exile, spiritual awakening, miraculous return. A man stolen from his home, forced across the sea, sold into servitude in a land he did not know. A man who escaped, only to return of his own accord, having found something in his exile that called him back. Patrick, before he was a saint, was a migrant. A captive. A man who crossed borders involuntarily, then voluntarily, then symbolically, over and over again, until he became something more than a man — something that belonged not just to Ireland but to the world.

st-patrick-s-day-dublin-ireland-image-shot-2009-exact-date-unknown St Patrick's celebrations in Dublin. Alamy Stock Photo Alamy Stock Photo

It is an irony, then, that a man who spent six years herding sheep in bleak isolation has become the face of one of the most raucous celebrations on the planet. That a man who renounced the pleasures of the flesh is now immortalised in the sticky floors of Irish pubs from Tokyo to Toronto. Patrick’s afterlife has been stranger than most: saint turned national myth turned grinning mascot, his feast day transformed from religious observance to an unbridled marketing extravaganza. It is a curious thing to be beatified twice—once by the Church and once by Irish beer brands.

But if you scrape away the green face paint and the novelty hats, if you look past the parades and the pints, there is something vital still beating beneath the spectacle. Patrick endures because his story is not just a Christian one, nor just an Irish one, but a story about migration—about exile, loss, reinvention. And in a world shaped by movement, by forced departures and uncertain returns, it is a story that still matters.

The saint of the displaced

If myths are the scaffolding of national identity, then St Patrick is one of Ireland’s strongest beams, a figure stretched across centuries, malleable and enduring. His story is one of transformation — his own, certainly, but also the country’s. Born in Roman Britain and kidnapped by Irish raiders, Patrick’s life was marked by movement. His forced migration, his time spent in servitude as a shepherd on Slemish Mountain, his eventual escape, his inexplicable decision to return, carrying with him not only the Christian faith but an entirely new way of organising spiritual and social life.

That return is what turned Patrick into a national icon, but what makes him persist — what allows him to be adapted, rewritten, even kitschified — is his liminality. He is both an insider and an outsider, a symbol of conquest and conversion, of foreignness and belonging, of spiritual purity and the very earthly matter of national branding.

Patrick’s legacy is deeply entangled with Ireland’s own long history of migration. Centuries after his supposed death, millions of Irish people would leave their homeland under vastly different conditions — some driven by famine, some by the economic precarity that has so often accompanied Irish modernity.

And yet, wherever the Irish went, Patrick went with them, turning up in churches and street names, on the lips of emigrants and in the hearts of their descendants, not just as a patron saint but as something closer to an ancestral tether. The diaspora made Patrick bigger than Ireland, just as he had once made Ireland bigger than itself.

The patron saint of global marketing

And then, of course, he became something else entirely. If Patrick started as a migrant and then became a saint, his third transformation — into a full-blown global marketing icon — is perhaps the strangest of all. From medieval manuscripts to the glowing neon shamrocks of Times Square, his image has been reshaped to suit whatever was needed of him.

new-york-new-york-usa-17th-mar-2023-on-st-patricks-day-irish-flags-were-all-over-nyc-here-waving-over-the-crossroads-of-the-world-times-square-credit-image-milo-hesszuma-press-wire-e Alamy Stock Photo Alamy Stock Photo

He is a shepherd, a bishop, a snake-banisher, a symbol of Christian triumph. He is also, somehow, a grinning green-clad figure wielding a pint of stout. His feast day, once a religious observance, has morphed into a carnival of Irish beer brand hats, corporate sponsorships, and parades in cities that he never could have imagined. A saint turned brand ambassador. A holy man whose modern incarnation is as much about economic spectacle as it is about spiritual reverence.

But even within the commercial excess, there are glimpses of something truer. St Patrick’s Day is unique in that it is both a national holiday and a global one. The fact that so many cities — New York, Boston, Chicago, Sydney, Buenos Aires — celebrate St Patrick’s Day at all is a testament to the scale and endurance of the Irish diaspora. 

the-plumbers-union-annually-dyes-the-chicago-river-green-for-st-patricks-day-march-12-2016 The Plumbers Union annually dyes the Chicago River green for St. Patrick's Day, March 12, 2016. Alamy Stock Photo Alamy Stock Photo

The parades, the public drinking, the sea of green — it all serves as an assertion of presence, a kind of declaration: We are still here. We still belong. That is the undercurrent of every St Patrick’s Day celebration outside of Ireland, even if it’s buried beneath layers of beer foam and mass-produced Celtic imagery. For immigrants and their descendants, for those whose Irishness has become tenuous, fractured, complicated by time and distance, the day serves as a communal anchor, however fleeting.

At the same time, Patrick’s modern ubiquity raises questions about the plasticity of cultural identity — how easily it can be packaged, sold and exported. The story of Irishness, once written in the language of exile and resilience, has in many ways been rewritten as a global commodity. There is a reason you can find Irish pubs in every corner of the world, why brands use Celtic knots on whiskey labels, why even non-Irish people claim a kind of borrowed participation in the revelry of 17 March. What happens when a culture’s most recognisable figure becomes detached from the actual history he represents?

Lessons for contemporary Ireland

And in contemporary Ireland, where new arrivals from Syria, Afghanistan, Ukraine, Palestine and beyond are finding themselves woven into the fabric of a nation that once defined itself through its own exiles, Patrick’s story offers something more. A lesson, perhaps, in the nature of return. In the possibility of finding a home in a place that was not originally yours. In how migration, for all its pain, can also be a beginning. The questions that Patrick’s life raises — who belongs, who decides, what it means to be of a place — are still being asked today, in new ways and by new voices.

Ireland, once a nation of departures, has now become a nation of arrivals. The challenge is whether it will treat those who come to its shores with the same reverence it grants its patron saint. Whether it will recognise that those who arrive — sometimes forced, sometimes seeking — may not be so different from the man whose story it has told for centuries. That displacement and belonging are not opposites but part of the same story, told again and again, across time and tide.

And perhaps, on some future 17 March, we might remember that story not just in revelry, but in recognition — that a man stolen from his home, forced across the sea, remade himself into something new. That migration is not an anomaly but origin. That Patrick, before he was a saint, was a stranger in a strange land. And that Ireland, if it is to honour him truly, must also be a land that knows how to welcome strangers home.

Dr Fiona Murphy is an anthropologist based in the School of Applied Language & Intercultural Studies at Dublin City University.  

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49 Comments
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    Mute Modern Day Ireland
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    Sep 18th 2014, 1:02 PM

    It should be banned.. Too many greyhounds suffer because of this trade . The mass graves around the country prove that there is no love for the animal here. It’s all about money. These greyhounds are a living breathing creature. Amount of greyhounds needing homes in this country is very high and they are complete pets. Don’t support this industry. It’s a cruel one

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    Mute martina
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    Sep 18th 2014, 1:40 PM

    Totally agree, so many dumped bodies of Grey Hounds found here in Limerick and no one to answer to it. Our local Animal shelter is full of them, a lot are extreme cruelty cases. Usually the dogs ears are cut off so the authorities cannot identify the owners tattoo/ Brand that racing dogs are given.they suffer so badly after they no longer win races. Should be banned end of story.

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    Mute gastrophase
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    Sep 18th 2014, 2:41 PM

    My posts with facts are being removed, but please look the stats up – how many greyhounds are killed in pounds, how many dumped, how many estimated killed and dumped. In just one year on a small island. And then make your decision if this industry is worth supporting in any way.

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    Mute JPS
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    Sep 18th 2014, 1:49 PM

    Just know when you go the track that the few select greyhounds in the trap, came from mass breeding and the other dogs who didn’t meet the grade get dumped.

    You bet they die!

    And they make great pets! I know first hand! Rescue a pointy!!!

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    Mute Matt Byrne
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    Sep 18th 2014, 1:51 PM

    Derby was held last week..not standing room at shelbourne park..packed out. Brilliant sport. Ya always have the doom and gloom club.

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    Mute Modern Day Ireland
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    Sep 18th 2014, 1:56 PM

    Are you involved in rescue???Coz I presume you don’t so therefore the doom and gloom club are most likely the people picking up the horrible pieces to this industry. And the ones going to these places are the ones keeping it going… Do you even know half of what goes on in this seedy business?

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    Mute JPS
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    Sep 18th 2014, 2:04 PM

    Systemic problem from Alabama to Limerick!! It’s not an isolated incident and to think so is just delusional.

    The statistics for Greyhounds destroyed in Ireland don’t even have to be released! Strange that! I wonder why? All the pounds release the figures for other breeds.

    But sure who cares once a couple of fat guys have a flutter and add to their beer bellies at the track right?

    http://www.greyhoundfriendsforlife.org/press_release.htm

    http://www.thejournal.ie/mass-grave-for-racing-greyhounds-discovered-in-limerick-413486-Apr2012/

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    Mute gastrophase
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    Sep 18th 2014, 2:38 PM

    Amazing, I provided stats for how many greys are killed in pounds and my posts were removed.

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    Mute Modern Day Ireland
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    Sep 18th 2014, 2:40 PM

    Can the journal please explain this as I seen your posts ! Put the stats back on the comment section.

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    Mute vv7k7Z3c
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    Sep 18th 2014, 2:42 PM

    Hi Gastrophase – stats on the number of greyhounds being killed in pounds are fine, but personal comments about those involved in the industry are not. Here’s our comments policy if you want to have a quick read: http://www.thejournal.ie/comments-policy/

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    Mute gastrophase
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    Sep 18th 2014, 2:49 PM

    427 greyhounds killed in 2013 in pounds alone. Huge numbers dumped into overflowing, stretched rescues. Who knows how many killed and buried… reports of mass graves. Dogs dumped in the fields with their ears cut off to remove ID tattoos.
    See section on greyhounds: http://www.animaladvocacy.ie/pound-statistics-2005-2013/

    If I’m not allowed to name such practices please everyone arrive at your own conclusion as to what kind of person does this and what kind of person associates with them.
    If you want to make a difference please support a greyhound charity instead.

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    Mute John O' Sullivan
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    Sep 18th 2014, 1:51 PM

    Just because a small minority treat greyhounds badly doesn’t mean you can brand the whole industry cruel. If that was the case you should ban people from having pets just because some ignorant people treat their pets badly. Prosecute the individual don’t punish the whole group

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    Mute gastrophase
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    Sep 18th 2014, 3:37 PM

    John, this is usually a noble sentiment I often tend to agree with, but if you compare the number of greyhound racing owners in Ireland and the huge numbers of dogs killed/dumped I quoted, it’s easy to see that far from being an exception, the cruelty seems to be widespread and the industry is demonstrably either unwilling or incapable of purging itself of such owners.

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    Mute Ave Tubridy
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    Sep 18th 2014, 1:20 PM

    I totally agree with you modern day Ireland

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    Mute Lovely weather
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    Sep 18th 2014, 2:44 PM

    ‘Modern Day Ireland’, and others that have commented. Thank you,it’s good to see people tell the truth about this so called ‘sport’. When those that claim this is humane etc realise the truth behind the marketing nonsense, they too will realise what cruelty and abuse is involved. Look at the countless videos on YouTube that show the truth behind this money making business, and you too will, I hope, realise there’s only one thing that drives this industry… Money, no different to $eaworld in the US and circuses forcing wild animals to perform tricks in a tent with loud music and screaming ignorant people applauding. The wilful ignorance of certain members of the human race never fails to astound me. ‘It’s all about me, I don’t care about the animal suffering, once I have an enjoyable day out at their expense’. Lovely sentiment!

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    Mute Aideen
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    Sep 18th 2014, 4:15 PM

    “…Joe Lewins said the partnership was a “win for all involved”…” yep all except the dogs! Here’s an example from just this week of the cruelty commonly inflicted, this greyhound was lucky enough to end up at Deise Animal Sanctuary http://goo.gl/yzQKG1 & http://goo.gl/4EsVvr

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    Mute Darina Strong
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    Sep 18th 2014, 8:51 PM

    The greyhound industry as a whole is vile and cruel. Between doping the dogs to manufacture the odds, and the murdering of countless dogs every year because they are deemed useless, numerous cases of greyhounds ears being cut off when they’re dumped so they can’t be traced, and most recently a hound had its tattoo burned off with acid… it’s absolutely disgusting. The sooner it is outlawed the better. People need to wake up. The rescue centres are on their knees trying to clean up the mess the igb have created. If people want to watch racing, or bet on a sport try formula 1 or football, and don’t bet on an animals life…

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    Mute John Fitzgerald
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    Sep 18th 2014, 10:45 PM

    Hare coursing is the worst scandal affecting the greyhound “industry…and the government blithely supports it. On August 13th, the minister for arts and heritage was quoted in the media, and on her department’s official website, as condemning the illegal shooting of a protected peregrine falcon. She stated “It is intolerable for birds of prey and other wildlife to be persecuted, poisoned or shot.” She also expressed concern that the incident might impugn our international image as a nation that treasures its wildlife heritage.

    Less than forty eight hours later, Minister Humphreys issued a license permitting the capture of hares for coursing, in which they will serve as live bait for greyhounds. Thousands of the timid creatures will be netted in the Irish countryside. A percentage will die as a result of bone breakages and other internal injuries sustained when they become entangled in the nets and struggle to break free.

    Some hares will die in captivity- an unnatural situation for an animal accustomed to the freedom of the wide open spaces. Others again will be found dead in the small cramped boxes in which they are transported to the coursing venues. And on coursing day a percentage will be mauled or forcibly struck by the muzzled but hyped-up greyhounds.

    The minister issued the hare coursing license despite numerous appeals from animal protection and conservation groups not to do so and several online petitions that attracted thousands of signatures from people around the world. It would appear, to paraphrase one of the characters in Orwell’s Animal Farm, to be a case of “Two claws good, four legs bad” as far as the minister’s attitude to our wildlife heritage is concerned.

    I think I can safely predict that hare coursing will be banned SOME DAY in Ireland. It amounts to a form of deliberate cruelty to animals in the name of “sport” and has no scientific or pest control value. It has already been banned in several jurisdictions that once allowed it, such as Australia, New Zealand, Scotland, England and Wales, and most recently, Northern Ireland.

    I also predict that a future government here, after banning it, will apologise for the fact that such a barbaric practice took so long to abolish. Where would we be without the good old Irish government apology that comes late in the day… when it is safe to render and won’t cost a single vote?

    In the meantime, the hares must continue to run for their lives thanks to our present crop of cowardly politicians.

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    Mute Ken Strong
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    Sep 18th 2014, 10:05 PM

    Anyone reading this who believes this vile , cruel and ignorant sport is about the dogs needs to wake up, the majority of greyhound trainers and owners in this country dont give a toss about the dogs … Look at the figures , its all about money, thomas Brophy , wakey wakey do you not see the disgusting images and stories carried here and on other social media re the plight of greys in this country ,
    Ban greyhound racing , disband the IGB and close the tracks. , then maybe the dogs will have a chance.

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    Mute Thomas Brophy
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    Sep 18th 2014, 6:16 PM

    Clearly plenty people here have bigger gobs than any actual real knowledge about anything to do with greyhounds. Plenty people who have greyhounds treat them very well just like any other family pet. Just because some people are heartless and couldn’t care less about the dogs or anything doesn’t mean the other 99% them should be treated with the same brush!

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    Mute Modern Day Ireland
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    Sep 18th 2014, 6:48 PM

    Well statistics show another side to it… Do you race your pet??? I know plenty of greyhound owners who are fantastic owners they do not race them.. Have you every had to pick up a poor beaten down soul abandoned in the middle of no where or witness one being dumped out of a car. These dogs are getting an awful doing just educate yourself with the rescues .. We are voicing our concern of what the gambling industry has done to these beautiful creatures and how man does not view them as anything but a quick bet. There are mass graves all around the country. This industry is not good for the welfare of the greyhound. They serve their purpose and then that’s it.. Most don’t have a good life after this… So if you love your greyhound like a pet you will understand why we are frustrated at this old sport still equals countless of abuse cases…

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    Mute Rildo Olor
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    Sep 19th 2014, 2:29 PM

    Stop there only dogs here for our fun nothing else

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