Sunday, April 13, 2008
Giacomo Negro: No Barrique, No Berlusconi
No Barrique, No Berlusconi: Collective identity, contention, and authenticity in the making of Barolo and Babaresco wines.
Giacomo Negro, Senior Lecturer in Strategy, Durham University
April 30th, 10:30-noon,
AOB IV, UC Davis
In this study we analyze how the diffusion of a production technology can be opposed over claims of authenticity, and how contention over authenticity unfolds through social movement processes of mobilization and counter-mobilization. We address this issue by examining how the rise of "modern" winemaking practices embodied authenticity as creativity, how the success of the modernists triggered a countermovement seeking to preserve "traditional" wine-making practices, and how the emergent "traditional" category was premised on authenticity as conformity to a genre. This countermovement succeeded in a situation in which market forces seemed destined to displace tradition with modernity.