Zeitgeist and Genius Loci…
Both these terms are drawn from foreign languages.
They are general, and are for native English speakers,
perhaps, a ‘bit of a mouthful’.
If we want to relate to the forces they represent
it might be more sensible to naturalise them.
If it is true that as notions they have been
around for a long time, and are practically universal,
then most native communities
will probably already have terms for them.
For the Matter of Britain their terms are familiar…
They are, Merlin and Arthur.
This is why Merlin appears as if from nowhere,
and is not otherwise around very much.
It is also why Arthur,
is regarded as married to the land.