Abstract

ALTSCHULER, Bárbara. Social Boundaries and Asymmetries in Today's Winemaking in Mendoza. Cuad. Desarro. Rural [online]. 2012, vol.9, n.68, pp.151-175. ISSN 0122-1450.

The aim of this paper is to investigate the social and symbolic boundaries of the new winemaking configuration of Mendoza, Argentina, which resulted from its restructuration and globalization from the nineties onwards. We analyze the tensions and asymmetries that the new model generates, particularly from the perspective of wine producers, based on the so-called "east" of the province, which appears as a subordinate region in the current scenario. Our methodological approach combines elements of anthropology and sociology, based on extensive qualitative and quantitative field research and aiming to account for both the views and native categories of actors, and the structural dimensions in which they are inserted. The main results are linked to the increased social-productive vulnerability and the competitive difficulty of small wine producers in the face of new investments, and to the identification of internal borders in the sector, from what we call the quality/quantity tension that runs through it.

Keywords : Production restructuration; winemaking; Mendoza; small producers; social boundaries; Viticulture; wine and wine making; industrial restructuring; industrial restructuring; boundaries, social aspects; Argentina.

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