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Article dans une revue International Review of Sociology Année : 2008

Markets, prices and symbolic value: grands crus and the challenges of global markets

Marchés, prix et valeur symbolique : les grands crus et les défis des marchés globaux

Résumé

Certain authors have drawn attention to the fact that competition between businesses has taken the form of competition for the power over regulation and the imposition of a particular style of production. The dominant businesses can thus create barriers to those entering the market, which can either be cultural or legal. The strategies employed essentially consist of establishing norms of production which prevent competitors from entering the market in such a way that competition, as Simmel refers to it, never takes the form of direct fonflict. By examining the French wine industry, the aim of this work is to investigate how this form of market control, which is only favourable for a certain number of businesses, can be brought into question. Given that it is usually technological innovation which is responsible for the transformation of the market forces involved with industrially produced products, the wine market is very interesting to study as such innovation is often excluded through the institutionalisation of scarcity. This institutionalisation is constructed on the valorisation of ‘traditional’ methods and the delimitation of certain privileged zones of production. How can such rules which attribute the principle of non-reproductibility to history and nature be brought into question? Firstly, we can investigate the specificity of newcomers to the market who are capable of destabilising the current norms of production. We can also investigate whether we should attribute such questioning of the dominant norms to the particular distinctive properties of said norms, or whether we need to take into account other relevant transformations occurring in a wider social context. Notable examples of such transformations are the increase in standing of oenology from mere knowledge to the status of a science with its recognised professions, the reorganisation of rural space and the reorganisation of market structures, in particular the social composition of demand.
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Dates et versions

hal-02654032, version 1 (29-05-2020)

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Marie-France Garcia Parpet. Markets, prices and symbolic value: grands crus and the challenges of global markets. International Review of Sociology, 2008, 18 (2), pp.237-252. ⟨10.1080/03906700802087910⟩. ⟨hal-02654032⟩

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