I was struck by a recent and very particular version of our impositions on the customary: the decision by the tourist organisation VisitScotland to adopt the Gaelic word ‘còsagach’ as Scotland’s version of last year’s buzzy Danish comfort word, ‘hygge’, hoping to borrow its aura, as Benjamin would have it, by copycatting.
I should of course rather say ‘adapt’, as it turned out actual Gaelic speakers didn’t quite recognise this usage, saying that ‘còsagach’ tended to mean a damp, mossy place, rather than a cosy nook – a distinction that Tolkein, in the opening pages of The Hobbit, thought very important:
‘In a hole in the ground there lived a hobbit