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Title: Lafite in China : media representations of ‘wine culture’ in new markets
Authors: Smith Maguire, Jennifer
Lim, Ming
First Published: 8-Apr-2014
Publisher: SAGE Publications
Citation: Journal of Macromarketing, 2015, 35 (2), pp 229-242
Abstract: Increased economic power has positioned China within the global elite, yet China’s legitimacy remains low with regard to hierarchies of taste. Drawing from Bourdieu and Elias, this article offers an account of the global dynamics of status contests, and the role played by cultural capital and notions of civility and vulgarity. Specifically, we examine how U.S., UK, and Chinese media represent Chinese consumption of fine wine, and particularly that of Château Lafite, in the 2000 to 2013 period. Our analysis reveals four major ways in which Chinese fine wine consumption is framed—as vulgar, popular, functional, and discerning—and highlights tensions between Western and Chinese terms of cultural legitimacy. The research uncovers nuanced dimensions to the “East/West” divide in terms of the grades of cultural capital, competing logics of valuation, and modes of civility at play. Macromarketing implications of fine wine consumption in a fragmented and complex market are discussed.
DOI Link: 10.1177/0276146714529975
ISSN: 0276-1467
eISSN: 1552-6534
Version: Post-print
Status: Peer-reviewed
Type: Journal Article
Rights: Copyright © The Authors, 2014. Deposited with reference to the publisher’s archiving policy available on the SHERPA/RoMEO website.
Appears in Collections:Published Articles, School of Management

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