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Provenance as a Filtering and Framing Device in the Qualification of Wine

By Jennifer Smith Maguire


This pre-print will be replaced by the (substantially revised) author's peer-reviewed final version after the 18-month embargo period (from the date of publication) has expired.This research examines how provenance—where a product was produced, by whom, how, and when—features in the work of cultural intermediaries in the Australian premium wine market, at two different stages in the career of a wine. First, evaluations of provenance attributes (in terms of sincerity, tradition and transparency) serve as filters through which wine promoters identify market-worthy wines; second, those attributes are strategically deployed to frame the wine as a worthy choice for consumers (focusing on the use of the winemaker as a framing device). The article offers a distinctive account of the qualification of wine, and makes the case for a cultural economic conceptualization of provenance as a negotiated, accomplished quality. In foregrounding wine promoters’ emotional attachments to provenance attributes of wines they choose to promote, the research highlights the affective dimensions of markets, which are made, in part, through the consuming passions of cultural intermediaries.Pre-prin

Topics: authenticity, attachment, cultural economy, cultural intermediaries, provenance, qualification, wine
Publisher: Routledge (an imprint of Taylor & Francis)
Year: 2011
DOI identifier: 10.1080/10253866.2012.662829
OAI identifier: oai:lra.le.ac.uk:2381/9815

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