Don't paddywack us native Paddies!
Hector Ó hEochagáin has been making an exhibition of himself again.
Last Tuesday, the 2FM craic whore posed for photographs with his head and hands in a medieval pillory as he launched National Heritage Week at Christ Church Cathedral in Dublin.
In some pictures, he has an apple stuffed in his mouth, like a boar at a banquet. Or, indeed, a bore.
Ó hEochagáin is an Irish speaker with an interest in GAA, rugby and horseracing. These unremarkable attributes have misled some into believing that he represents the perfect emblem for modern Irishness.
He has appeared in advertisements for whiskey, Bord Bia and the racing industry, and is routinely called upon to act as a promotional mascot for indigenous cultural events. If there's buck-leppin' to be done, Ó hEochagáin will happily take the bucks to do it. Gerrup ya boy ya!
In the real world, however, the over-exposed broadcaster's antic-rustic routine is now flatter than a pitcher of green beer on March 18. Paddywackery might be an acceptable form of tourist baiting but its hoodwinking potential is limited among native paddies.
Heritage Week should be an occasion for communal pride, not national embarrassment.