MEDIA REPRESENTATIONS OF THE WINES OF SÃO FRANCISCO VALLEY

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. [PUBLICATION ABSTRACT]