Thanks liguisticsfag, I'm interested in this topic as well.
It should be noted that beyond the scholastic interest in the study of runes, many Neo-Pagans utilize them the same way Germanic peoples did: By casting spells, incantations, and making symbols of power or protection.
Several recent movies and tv shows have capitalized on the Viking aesthetic, many making reference to their theology and magical practices. This could just be a case of the art director thinking runes look cool, or considering those involved it could be literally used as a spell. The more people who believe the spell has power (consciously or sub-), the more power it has.