Médiatisations lexicographiques et branding du vin

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Abstract

The aim of this article is to outline in theory and in practice the various forms of lexicographic mediatisation (cf. Leroyer / Gouws 2009) resulting from a double evolution in organizational communication that for some time now have been shaping wine business communication. It will specifically show how a professional lexicographic information tool such as the Œnolex platform (Gautier / Leroyer forthcoming ; Leroyer 2018) and interprofessional digital platforms such as Vins de Bourgogne (2020) or review websites such as Decanter (2020) rearrange and use conventional lexicographic formats in order to reinforce the promotion of wine business discourses. In doing that they ensure the authority and dissemination of these discourses. Based on an analysis of lexicographic interpretations and illustrations of the buzz word ‘mineral’ and its adjective ‘mineral’, the article outlines a number of favoured strategies and tactics of lexicographic mediatisation used by key actors in the wine business – brands, producers, distributors – on their platforms to engage with their primary stakeholders – consumers and consumer communities. The strategic aim of the alliance between lexicography and wine is clearly to support the branding of wine and wine business actors in a communicative perspective. It should be stressed that the theory of lexicographic mediatisation and branding presented here is not limited to organizations in the field of vine and wine, but also applies to the communication of all organizations that have chosen to include lexicographic resources, methods and formats in their corporate communication strategy.
Original languageEnglish
Title of host publicationLe vin et ses émules : Discours oenologiques et gastronomiques
EditorsEva Lavric (eds.), Cornelia Feyrer, Carmen Firth
Place of publicationBerlin
PublisherFrank & Timme
Publication dateFeb 2022
Pages535-556
ISBN (Print)978-3-7329-0808-0
ISBN (Electronic)978-3-7329-9154-9
Publication statusPublished - Feb 2022

Keywords

  • mediatization
  • lexicography
  • branding
  • communicative strategiess

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