O Circuito da Cultura e a estruturação de um discurso: fazendo sentido do vinho do Vale do São Francisco

AUTOR(ES)

Angela Cristina Rocha de Souza

DATA DE PUBLICAÇÃO

2009

RESUMO

Considering the increasing importance of culture for businesses and that social practices are cultural, involving the production of senses, we approached it through cultural studies and the circuit of culture, to understand dominant senses in social practices carried out through production, circulation and reception of a cultural product. For such, we used an illustrative case, the wine of the San Francisco valley, which origins from a region situated in northeast of Brazil. From the discourses originated from the agents of valleys wine industry which constituted the corpus of research, we theorized on the development process of the valleys wine. Some meanings found for the production were: paradigm shift, pioneering, innovation. Regarding consumption, wines poorly known and that are improving. Positive and negative images of these products coexist in the imaginary of society. Preconception is the social regulation imposed to the consumption of such wines. From the articulation inherent to the circuit of culture appears the senses for the valleys wines. According to production, their wines are adjusted to the publics taste which, in its majority lacks cultural capital. Circulation sees these wines as something uncommon, but they consider that they need to be improved, while reception does not recognize them or associate them with average or low quality. The production develops new practices, different of those of Old and New World, demonstrating its flexibility to produce wine, without known technology, culture and savoir-faire

ASSUNTO(S)

cultural studies deconstruction wine desconstrução administracao teoria do discurso discourse theory consumption produção consumo production estudos culturais vinho

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