Investigating the Relationship with Nature in the Animation of Wineries’ Facebook Pages

Abstract

In this chapter, the authors focus on invitations for immersion in nature from Pic Saint-Loup winegrowers, who testify intuitively to their daily experience on social networks. They begin with a cross-sectional analysis that compares the way in which non-human actants are mobilized on different pages. Winegrowers use Facebook as a tool to promote their wines and their winery. The activity of the Facebook account of the domain allows them to promote a difficult professional activity, showing the different elements of nature with which they deal on a daily basis. A transversal analysis of the Facebook pages, coupled with the in-depth study of each of them, enabled us to identify, beyond standardized forms, a diversity of methods of expression of the relationship of winegrowers with nature, as well as the specific values carried by each of these wine estates.

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