Wine Magic: Consumer Culture, Tourism, and Terroir

Abstract

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.

Cite this work

No public copy is stored for this record, so only the metadata is cited.

Stored only when both papers are in the corpus — 17 citations exist upstream.

Papers that cite the same references — the relational fallback while embeddings are still backfilling.