No Barrique, No Berlusconi: Collective Identity, Contention, and Authenticity in the Making of Barolo and Barbaresco Wines

No Barrique, No Berlusconi: Collective Identity, Contention, and Authenticity in the Making of Barolo and Barbaresco Wines

By Michael T. Hannan, Hayagreeva Rao, Ming Leung, Giacomo Leung
2007Working Paper No. 1972

How does contention over authenticity unfold through social movement processes of mobilization and counter-mobilization? We address this issue by studying how the rise of modern winemaking practices embodied authenticity as creativity, how the success of the modernists triggered a counter-movement seeking to preserve traditional wine-making practices, and how the emergent traditional category was premised on authenticity as conformity to a genre. This counter-movement succeeded in a situation in which market forces seemed destined to displace tradition with modernity.

Keywords
organization theory