In the ninth century, the word ”viking” in many parts of Europe would have conjured up a terrifying image of violent maurauders teeming forth from their longships and inflicting unspeakable carnage. Today, the word ”viking” is invoked in all sorts of contexts, from underwear and hand-dryer brands to the fantasies of business and management leaders and onwards to home DNA testing kits and their seductive promise of ”Viking heritage”. In this podcast, medieval historian from Aarhus University Richard Cole explores why the Viking era is ‘up for grabs’, and zooms in on why and how some business gurus have latched on to truths, half-truths, and fallacies about the Vikings. In doing so, we explore the paradox that although capitalists may not be able to tell us much about the Vikings, the Vikings end up telling us unexpected things about capitalists. 

Warning: Your preconceptions of the Vikings may be challenged by listening to this podcast!

Richard Cole is interviewed by editor of nordics.info Nicola Witcombe and the podcast was recorded in November 2020 at the department for history at Aarhus University.

Sound credits from freesound including Battlecry by Akrythael.

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