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Wine Magic: Consumer Culture, Tourism and Terroir
Journal of Anthropological Research ( IF 0.774 ) Pub Date : 2018-12-01 , DOI: 10.1086/699943
David Picard , Catarina Nascimento Moreira , Tristan Loloum

This article explores strangeness-familiarity relations in the context of global wine consumer culture. While observing wine as a deeply familiar foodstuff and consumer commodity that is part of their quotidian life-worlds, wine consumers equally emphasize the particularity, hence implicit separation and distance with symbolically elevated wine production areas and terroirs. Our argument is that wine therefore belongs to a wider class of magical stuff believed to transform the qualities and powers of a specific place of origin into ordinary consumer life contexts. We suggest that the tension between strangeness and familiarity points to the persistence of magic as a wider relational idiom fundamental to modern consumer culture.

中文翻译:

葡萄酒魔法:消费文化、旅游和风土

本文探讨了全球葡萄酒消费文化背景下的陌生-熟悉关系。在将葡萄酒视为一种非常熟悉的食品和消费品,是他们日常生活世界的一部分的同时,葡萄酒消费者同样强调其特殊性,因此与象征性升高的葡萄酒产区和风土隐含的分离和距离。因此,我们的论点是,葡萄酒属于更广泛的一类神奇的东西,它们被认为可以将特定产地的品质和力量转化为普通消费者的生活环境。我们认为,陌生与熟悉之间的紧张关系表明,魔法作为现代消费文化的基础的更广泛的关系习语的持久性。
更新日期:2018-12-01
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