Date of Award

1996

Degree Type

Thesis

Degree Name

M.A.

Department

Social Work

First Advisor

Hedley, M.

Keywords

Business Administration, General.

Rights

CC BY-NC-ND 4.0

Abstract

In this thesis I examine the effects of hegemony and globalization on the wine industry of Ontario. The purpose of this thesis is to call attention to the political and economic power system that is controlled by a few key decision makers whose goal is to "naturalize" consumers' taste for wine. Since Prohibition, governmental and industrial agencies have promoted different "tastes" for Ontario's wine in the hopes of gaining a profit. Each change in the promoted "taste" creates a dramatic impact on consumers. Today's goal of the industry is to produce internationally competitive wine and turn Canadians into "natural" wine drinkers. Throughout this thesis I look at the history of the Ontario wine industry and identify the key governmental and industrial agencies whose objectives have changed the course of Ontario's wine production and promotion and have thus invented and reinvented the "taste" and image of Ontario's wine. I argue that these changes in image and "taste" influence people's perceptions in order to benefit the domestic wine industry and government agencies. In order to further understand how and to what extent the power system works, I examine the ideology of a globally objectified taste in wine tasting and competitions as well as interview four South Western Ontario winemasters as examples of "creators" working within the political and economic hegemonic system. In the end, I reveal that the perception of winemaking as a subjective art persists within the global objectification of taste and that believed subjective "taste" for wine is always being limited by objective political and economic parameters. Source: Masters Abstracts International, Volume: 34-06, page: 2190. Adviser: Max Hedley. Thesis (M.A.)--University of Windsor (Canada), 1996.

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