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IVES 9 IVES Conference Series 9 The challenge of viticultural landscapes

The challenge of viticultural landscapes

Abstract

[English version below]

Le monde vitivinicole est de plus en plus concerné par la question paysagère : l’enjeu est de taille puisqu’il s’agit de la survie de l’image positive dont bénéficient les Appellations d’Origine Contrôlée. Les paysages sont composés d’éléments qui renvoient à des références socioculturelles fortes, susceptibles de modeler l’image d’un produit et d’en déterminer à notoriété et le prix. Dans un monde médiatisé comme le nôtre, le visuel construit l’arrière-plan des représentations mentales associées à toute marchandise ; et pour les aliments, produits de la terre, ce visuel est forcément paysager. Les aires d’appellation d’origine contrôlée doivent donc gérer cette production dérivée que constitue le paysage, et qui en témoignant de la qualité de l’environnement et du respect accordé au patrimoine, témoigne aussi de la qualité du vin et du respect accordé aux règles de production. Le paysage viticole est donc un outil de qualification des produits du terroir et un instrument de communication et de promotion remarquable pour qui sait la force que l’on peut en tirer. La qualification paysagère sera tôt ou tard un critère de reconnaissance des aires d’appellation, et appellera une forme de zonage de reconnaissance et de protection, dans la plus stricte tradition des « usages loyaux et constants ».

Vineyard is more and more concemed by the landscaped question: stake is big because it is about the survival of the positive image from which Labels of Controlled Origin benefit. Landscapes are consisted of elements which send back to strong sociocultural references, susceptible to model the image of a product and to determine the fame of it and the price. In our mediatized world, the visual reference builds the background of the mental representations associated to any goods, and for land produce, this visual reference is necessarily landscaped. The areas of Label of Controlled Origin have so to administer this derived production which constitutes landscape, and which by giving evidence of the quality of the environment and the patrimony respect, gives evidence also of the quality of the wine and the respect of the production rules. Wine landscape is so a tool of qualification of the products of the soil and an instrument of communication and promotion for whom knows the force which can be pulled out. Landscape qualification will be sooner or later a criterion of recognition of the areas of origin, and will call a form of zoning of recognition and protection, in the strictest tradition of “loyal and constant manners”.

DOI:

Publication date: February 15, 2022

Issue: Terroir 2002

Type: Article

Authors

Jacques MABY

Laboratoire UMR Espace
Université d’Avignon
7 4 rue Pasteur
84029 AVIGNON cedex 1

Contact the author

Keywords

Paysage, vignoble, patrimoine, environnement, qualité, image
Landscape, vineyard, patrimony, environment, quality, image

Tags

IVES Conference Series | Terroir 2002

Citation

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