The Vikings are traditionally known for leaving destruction in their wake as they travelled around Europe raping, pillaging and plundering.
But Cambridge University has launched a campaign to recast them as "new men" with an interest in grooming, fashion and poetry.
Academics claim that the old stereotype is damaging, and want teenagers to be more appreciative of the Vikings' social and cultural impact on Britain.
They say that the Norse explorers, far from being obsessed with fighting and drinking, were a largely-peaceful race who were even criticised for being too hygienic.
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