Vol. 10 No. 1 (2021)
Original Research Article

Social Mobility and the Social Representation of Sparkling Wine in Brazil and France

Marcos Vinícius Araujo
Universidade Federal do Rio Grande do Sul, Centro de Estudos e Pesquisas em Agronegócios / Aix Marseille Université, Laboratoire de Psychologie Sociale UR849
Grégory Lo Monaco
Aix Marseille Université, Laboratoire ADEF UR 4671
Kelly Lissandra Bruch
Universidade Federal do Rio Grande do Sul, Centro de Estudos e Pesquisas em Agronegócios
Published April 14, 2021
Keywords
  • social origins,
  • social representation,
  • wine culture,
  • social norms,
  • wine consumption
How to Cite
Araujo, M. V., Lo Monaco, G., & Bruch, K. L. (2021). Social Mobility and the Social Representation of Sparkling Wine in Brazil and France. Wine Economics and Policy, 10(1), 89-100. https://doi.org/10.36253/wep-8873

Abstract

Wine is a social object, established in the Old World and later migrated to the New World. Champagne is an internationally important and famous French sparkling wine, significantly present worldwide. Brazil, a New-World wine producer, has a recent but expanding history of sparkling wine production and consumption. As to its social aspect, this product has different representations and roles in both these countries. Therefore, this study aims to understand how culture and social status influence the organization of social representations associated with sparkling wines in Brazil and France. Thus, we used the Social Representation approach, a theory of knowledge and communication. For content collection, we carried out a verbal association task. Two hundred and thirteen Brazilians and one hundred ninety-eight French participants provided the first four words which came to mind after hearing four inducted words. The verbal associations were categorized using semantic contextualization. Then, we performed a Correspondence Factor Analysis. The results supported our hypothesis that culture, social status, and social origins all influence social representations associated with sparkling wine, revealing this kind of wine to be a product of social distinction and affluence.

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