As I live in Scotland it is only out of the ordinary to wear a kilt during the day, shopping etc. Most gents and boys own a kilt and only wear it to special events but many wear a kilt to go to the pub or a meal out in the evening. I usually wear my kilt all day weekends and in the last few months most of the time during the week as well, including shopping. No one takes much notice except tourists.
What does annoy me with the media is the way the kilt is portrayed as some sort of costume or as a joke. I would like to see more kilts on TV etc. but in a way that Duncan in Monarch of the glen is portrayed as his normal daily wear and no one really takes any notice of his kilt.
To me it is just another piece of male attire which is very quickly becoming my only attire.
There is a Scottish soap called River City which has been running only on Scottish TV for many years. I don't watch any soaps but catch it now and again, but I have never seen a kilt in the show (there may have been but I missed it). It would be nice to see the odd kilt or two being worn correctly and not as something so unusual.

Just my 2 pence worth.

Chris