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IVES 9 IVES Conference Series 9 OIV 9 OIV 2025 9 Elevating value: favourable value chains and resilient business model 9 Reconfiguring wine prescription : from traditional critics to digital social networks

Reconfiguring wine prescription : from traditional critics to digital social networks

Abstract

The integration of digital social networks (DSN) has profoundly transformed communication practices within the wine industry, reorganizing the dynamics of prescription and marketing. Traditionally entrusted to expert critics and specialized press, wine prescription is now shaped by new actors such as influencers and prosumers, who redefine norms of authority through decentralized, media-driven devices and narratives. This project explores how these shifts reconfigure discursive legitimacy in wine prescription, drawing on a semiotic-communicational approach. The analysis focuses on visual and textual content disseminated via platforms like Instagram, comparing the logic of traditional and digital models. A mixed-method design is employed, combining textual analysis, netnographic observation, and semi-structured interviews. Although the qualitative phase is still underway, initial findings suggest a transformation from centralized expertise to distributed recognition among peers, digital actors, and personalized storytelling. This research offers a renewed perspective on the cultural and economic stakes of prescription in the digital age, while underlining the need to adapt communication strategies to an increasingly participatory media environment.

Reconfigurer la prescription vinicole : des critiques traditionnels aux réseaux sociaux numériques

Résumé. L’avènement des réseaux sociaux numériques (RSN) a transformé en profondeur les pratiques communicationnelles dans l’industrie du vin, réorganisant les dynamiques de prescription et de marketing. Traditionnellement confiée à des critiques experts et à des presses spécialisées, la prescription vinicole est désormais façonnée par de nouveaux acteurs, tels que les influenceurs et les prosommateurs, qui redéfinissent les normes d’autorité à travers des dispositifs et des récits décentralisés et médiatisés. Ce projet interroge la manière dont ces mutations reconfigurent la légitimité discursive dans la prescription vinicole, en s’appuyant sur une approche sémio-communicationnelle. L’analyse porte sur les contenus textuels et visuels diffusés notamment sur Instagram, comparant les logiques des modèles traditionnels et numériques. Une méthodologie mixte est mobilisée, combinant analyse textuelle, observation netnographique [1] et entretiens semi-directifs. Bien que la phase qualitative soit encore en cours, les premières analyses suggèrent une transformation de l’expertise centralisée vers une reconnaissance distribuée entre pairs, acteurs numériques et de narration personnalisée. Cette recherche propose une lecture renouvelée des enjeux culturels et économiques de la prescription à l’ère numérique, et souligne la nécessité d’adapter les stratégies de communication à un environnement médiatique de plus en plus participatif.

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Publication date: September 22, 2025

Issue: 46th World Congress of Vine and Wine

Type: Oral

Authors

Jeanne Peixian Qiao1,†

1 Groupe d’Études et de Recherche Interdisciplinaire en Information et Communication (GÉRIICO) – Université de Lille, 59653 Villeneuve d’Ascq, France
† Sous la co-direction du laboratoire Communications, Médiations, Organisations, Savoirs (CIMEOS) de l’Université Bourgogne Europe, 21000 Dijon, France

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IVES Conference Series | OIV | OIV 2025

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