The "Wine Revolution" in the United States, 1960-1980: Narratives and Category Creation
The "Wine Revolution" in the United States, 1960-1980: Narratives and Category Creation
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美国“葡萄酒革命”，1960-1980：叙事与品类创建
DOI：
10.1080/00076791.2020.1862794
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发表时间：
2021
期刊：
影响因子：
1.1
通讯作者：
Ai Hisano and Nathaniel Chapman
中科院分区：
文献类型：
--
作者：
Noh;S.;章胤杰;Ai Hisano and Nathaniel Chapman
本文探讨了作为一种文化建构的产品类别的创建。类别不仅用于对不同的产品进行分类，而且还表示一个人的品味。本文采用跨学科的研究方法，即商业历史学家所采用的叙事分析和社会学中文化视角的产生，来考察范畴是如何被嵌入文化意义的。本文以20世纪60 - 70年代的美国葡萄酒产业为例，分析了文化生产观中提出的六个方面--法规、产业结构、组织结构、职业生涯、技术和市场--是如何制约和促进葡萄酒品类的形成和传播的。它认为，这两个分析框架有助于划定文化系统的动态的商业实践的工作，而不会减少文化或业务的静态结构。
This article examines the creation of product categories as a cultural construct. Categories serve not simply to classify different products but also to signify one’s taste. To examine how categories became embedded with cultural meanings, this article takes an interdisciplinary approach: the narrative analysis which has been employed by a number of business historians and the production of culture perspective used in sociology. By using the case of the U.S. wine industry during the 1960s and 1970s, the article analyzes how the six facets proposed in the production of culture perspective – regulation, industry structure, organizational structure, occupational careers, technology, and markets – both constrained and promoted the constitution of a wine category and its dissemination. It argues that these two analytical frameworks help delineate the working of business practices in the dynamics of cultural systems without reducing culture or business to a static structure.