As “marcas” de uma nova fronteira vinícola: identidade cultural das marcas de vinhos do Vale do São Francisco

Abstract

The São Francisco Valley is located in wine’s New World, where the development of brands is the dominant orientation. Thus, the identity of these wines is linked to their brands. The identity mark, traditionally discussed a policy-strategic management, can also be conceived as discursive identity resulting from various vectors as well as strategic formulations. Here, in a purposeful, assume the identity of brands as a result of identification processes in a culture, so cultural identity, which approaches the discursive conception. We seek to understand how identities are constructed of wine brands in the São Francisco Valley. Therefore, we examined the critical discourse, based on Systemic Functional Linguistics M. A. K. Halliday, interviews with three groups of agents: producers, consumers and intermediaries. We reached 20 strokes identity, which, grouped conceptually defined six cultural identities: shy, responsible, jovial, honest, mediocre and traditional. The results point to a construction of identities anchored in a system of references dominant, resulting in disregard of the typicality of the region in an attempt to quell the difference and align itself with the dominant discourse.