Wine Magic Consumer Culture, Tourism, and Terroir

摘要

This article explores strangeness-familiarity relations in the context of global wine consumer culture. While observing wine as a deeply familiar foodstuff and consumer commodity that is part of their quotidian life-worlds, wine consumers equally emphasize the particularity, hence implicit separation and distance with symbolically elevated wine production areas and terroirs. Our argument is that wine therefore belongs to a wider class of magical stuff believed to transform the qualities and powers of a specific place of origin into ordinary consumer life contexts. We suggest that the tension between strangeness and familiarity points to the persistence of magic as a wider relational idiom fundamental to modern consumer culture.