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RESEARCH PRODUCT

Communication analysis of the nomination proposals for inclusion in Unesco's World Heritage list : a comparative reading of “Ancient Georgian traditional Qvevri wine-making method” and “The Climats, terroirs of Burgundy”

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We live in a globalized world in which the attractiveness of territories, cultural policy and creativity are important levers for economic and sustainable development. Even a small territory or medium-sized cities can build their image by attracting tourists to increase economic benefits. Among other instruments, the Unesco's list has become increasingly popular. What are the consequences of classifying cities, know-how, traditions such as the world heritage of humanity? What are the differences in the ranking of items from different countries? The term heritage indicates all the objects, historical monuments, landscapes, or traditions of a country. There is the classification of these elements by Unesco.An example of classification and territorial marketing is provided by the process conducted for the inscription of the “The Climats, terroirs of Burgundy” as World Heritage.The element is classified in 2015 by criteria III and V. It is a way to bring a unique or at least exceptional testimony on a cultural tradition and on the traditional use of the territory.A second example of classification is also interesting: “Ancient Georgian traditional Qvevri wine-making method”. Inscribed in 2013 on the Representative List of the Intangible Cultural Heritage of Humanity. Qvevri is an egg-shaped clay container used to vinify, leave, and store wine. The know-how and experience in the manufacture of Qvevri and winemaking are passed on through families, neighbors, friends, and relatives, who all participate in the harvest and wine-making activities. The tradition of winemaking in Qvevri defines the way of life of local communities and is an integral part of their cultural identity and heritage, with vineyards and wine evoked in Georgian oral traditions and songs.This research allowed us to study the role of communication in Unesco's ranking, which has become a machine for producing symbolic capital.