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RESEARCH PRODUCT

Le terroir comme guide sur les voies du goût. Entre representation et redéfinition

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This article offers a reflection on the concept of “terroir”. This word has no exact translation in the English language because of the symbolic signification in the French culture.We will state the legislative and patrimonial link between “terroir” and wine which is often mixed in the people’s mind. In the field of Information and Communication, we will establish a meaning to this concept of “terroir”, from the representation and the situations of consummation that this brings about. This will lead us to do a contextual analysis which will underline new needs for the actor (in the sociological sense of the term) who adapts himself to the system he has to integrate.Then, we will obtain logics of representation and of speech around the notion of “terroir”. Forgotten values will reappear in daily life such as tradition, local identity and preservation of knows-how.Nevertheless, to justify its status of aspect of communication, the notion of “terroir” must be studied in a space of display, which is a figurative space. Consequently, we will prove that the “terroir”, by being sold in a supermarket, is put on stage. It is a subject of consummation and communication because it is handled by an actor-consumer.