Les représentations sociales du vin chez de jeunes adultes : du consensus aux spécificités de groupes

Abstract

Résumé Entre « traditions » et « tendances », que pensent aujourd’hui les jeunes adultes de la boisson emblématique du savoir-vivre français : le vin ? C’est par l’étude des représentations sociales du vin, notamment en fonction de la région d’origine (viticole ou non viticole), de la position par rapport au vin (amateurs ou experts) et des pratiques de consommation des jeunes adultes (155 jeunes de 18 à 30 ans), que nous avons choisi de répondre à ces questions. Les résultats permettent de montrer l’existence d’une véritable représentation sociale du vin consensuelle, structurée et valorisée, associée aux plaisirs de la table, à la convivialité et au désir de transmettre. Les habitudes de consommation, elles, restent occasionnelles et ont lieu majoritairement lors de repas familiaux festifs. Enfin, plus les jeunes consomment du vin et plus leurs représentations sociales sont valorisées, probablement dans un souci de rationalisation des conduites. Si le vin reste aujourd’hui une boisson empreinte de jovialité, elle n’en est pas moins, dans les faits, délaissée par les jeunes générations.

Representations of the emotions associated with a wine purchasing or consumption experience

“…In a sense, this confirms what Bernard Cova (1997) has been suggesting, which is that post‐modern consumers are freer than ever in terms of their private lives yet have never been as alone or cut off from their community connections. This latter point is particularly significant given that wine consumption is as much an act of social transmission as an economic transaction (Simonnet Toussaint, 2006).…”

Social Mobility and the Social Representation of Sparkling Wine in Brazil and France

“…For example, a woman in upward social mobility consumes more wine than women in her group of origin because wine is generally associated with affluence [34]. This is a possible effect of the social value of wine [35] and the different representations associated with it [36], as well as the cultural contexts which influence the way people think about wine [6].…”

“…Similarly, social representations allow highlighting how social groups understand the ill-defined concepts of wine [53]. Wine is seen as a traditionally French beverage [36], a cultural object of sociability and heritage [76] in which representations are influenced by culture and expertise level [6]. France is considered a traditional wine producing country, while Brazil a non-traditional wine producing country [38].…”

Wine in Houellebecq: Cultural transgression or literary device?

“…The statistics showing that wine-drinking in France is slowing down while other alcohol consumption is increasing, and that therefore drinking is perhaps no longer so inextricably tied to wine knowledge and culture, might support Guillaume’s perspective on the need to educate the French to drink wine comme il faut . Yet recent research reveals that even though young French people (18–30 years old) are drinking less wine and more beer and distilled spirits, they still align wine consumption with national identity and integrity, linking it to family traditions, gastronomy, conviviality and taste, rather than alcoholism, partying or alcohol-induced accidents (Simonnet-Toussaint et al, 2005). They understand and accept that wine-drinking in France is associated with cultural capital and social status, and that is perhaps precisely why they are not as interested in consuming Côtes-du-Rhône, Crozes-Hermitage and Bordeaux, as their parents might be.…”