an epic tale
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 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.
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. 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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