The digital transnational linguistic landscape of wine discourses. A comparative discourse analysis of three European (wine) regions. - Archive ouverte HAL Access content directly
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The digital transnational linguistic landscape of wine discourses. A comparative discourse analysis of three European (wine) regions.

Laurent Gautier


[Context] Wine is a bio-cultural product (Bach 2017: 123; 2018: Part 2), which constitutes regional identities throughout Europe, and especially in Germany and France. This is particularly noticeable in regions where wine routes cross landscapes combining the experience of traditional winemaking with (daily) wine enjoyment and tourism. A marketing concept such as enotourism is (sure) the most notable manifestation of this shared interest. In Burgundy, Alsace, and Rhineland-Palatinate such socio-economic infrastructures are remarkable. From a sociolinguistic perspective, this is relevant to evaluate how phenomenal objects such as landscape are integrated into the common ground of a community and instantiated in discourse: not only in interactions, guides, etc. but also in the so called (transnational, “European”) “linguistic landscape”. [Research goal] In this chapter, we seek to identify, reconstruct and represent the common ground of identity traits around the wine culture in Europe: this common ground is the prototypical structure displayed by the European wine discourse and specified after that by the local national culture through prism- and filter-frames (Sharifian 2017). A particular interest will be paid to the socio-linguistic markers such as the use of regional varieties (that play a major role in the building of groups and communities and is recursively recognized as a major identity trait by tourists). [Theoretical framework] We use a socio-discursive semantic approach oriented towards the socio-cultural cognition theory (Busse 2000, 2003) linking the Foucauldian definition of discourse (Foucault 1969) with Merleau-Ponty´s phenomenology of perception (1945) (Bach 2021). [Database] Within this general context, the proposed chapter will rely on examples from a bilingual corpus of “language in use” i. e., in diverse socio-cultural contexts that are part of the analysis. This corpus consists of Instagram posts in German and French collected via a specific IT infrastructure developed at the MSH Dijon (USR uB/CNRS 3516). First, we will collect posts and structure semantically the corpus, then we illustrate how landscapes are linguistically integrated into the digital communicative artefact and finally we will classify similar linguistic landscape instantiations in order to triangulate our corpus. [Discussion] In order to extract the relevant information and reconstruct the underlying shared identity, frame semantics as a tool of a discursive semantics (Busse 2018; Schultz-Balluff 2018) will be applied. This will allow us to highlight the conceptual network of each community/discourse as well as the semantic network which converts a concept into a linguistic structure. With this methodological setup, we will show that some concepts may be shared by the three communities of the aforementioned regions, even if their realisations (and thus their discursive weights) may be different. Consequently, this article contributes to carve out a shared sociocultural identity of three major wine regions in Germany and France, which could subsequently be integrated into a broader discourse of a common European identity.
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hal-03182657 , version 1 (26-03-2021)


  • HAL Id : hal-03182657 , version 1


Matthieu Bach, Laurent Gautier. The digital transnational linguistic landscape of wine discourses. A comparative discourse analysis of three European (wine) regions.. Workshop The Europeanisation of identities through everyday life, Mar 2021, Mainz, Germany. ⟨hal-03182657⟩


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