MEDIA REPRESENTATIONS OF THE WINES OF SÃO FRANCISCO VALLEY

Authors

  • Angela Cristina Rocha de Souza Universidade Federal Rural de Pernambuco
  • Juliana Silva Macedo Universidade Federal Rural de Pernambuco
  • Sérgio Carvalho Benício Mello Universidade Federal Rural de Pernambuco

Keywords:

Winemaking, São Francisco’s Valley, Representation, Media.

Abstract

Launching innovative products on the market is a problem for entrepreneurs, especially when there is not a culture of production and consumption of that product. In this context, winemakers from the São Francisco Valley face the challenge of being recognized as producers of quality fine wines. The construction of this identity occurs at various times, and has the influence of various actors, including the media. Thus, recognizing the significant dimension of cultural representations, we seek to understand how these representations associated with Valley wine are being formed in the media. The research corpus was formed by print, television, radio and digital media. In its analysis, we used Barthes’ structuralist semiology. We observed that this wine’s cultural representation occurs in a stigmatized manner, permeated by prejudice. The predominance of negative aspects in the representation of this product has caused a shortfall from its desired recognition.

Downloads

Download data is not yet available.

Author Biographies

  • Angela Cristina Rocha de Souza, Universidade Federal Rural de Pernambuco
    Doutora em Administração pela Universidade Federal de Pernambuco – UFPE Professora da Universidade Federal Rural de Pernambuco – UFRPE
  • Juliana Silva Macedo, Universidade Federal Rural de Pernambuco
    Mestranda em Administração do Programa de Pós-Graduação em Administração da Universidade Federal de Pernambuco – UFPE
  • Sérgio Carvalho Benício Mello, Universidade Federal Rural de Pernambuco
    Doutor em Business Studies pela City University London, Inglaterra Professor da Universidade Federal de Pernambuco – UFPE

Downloads

Published

2011-11-07

Issue

Vol. 8 No. 3 (2011)

Section

Artigos

License

• O(s) autor(es) autoriza(m) a publicação do artigo na revista;

• O(s) autor(es) garante(m) que a contribuição é original e inédita e que não está em processo de avaliação em outra(s) revista(s);

• A revista não se responsabiliza pelas opiniões, ideias e conceitos emitidos nos textos, por serem de inteira responsabilidade de seu(s) autor(es);

• É reservado aos editores o direito de proceder ajustes textuais e de adequação do artigos às normas da publicação.

How to Cite

MEDIA REPRESENTATIONS OF THE WINES OF SÃO FRANCISCO VALLEY. (2011). INMR - Innovation & Management Review, 8(3), 06-32. https://revistas.usp.br/rai/article/view/79224