The Objectification Makes the Profit

Mojca Ramšak ()
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Mojca Ramšak: Centre for Biographic Research

Chapter Chapter 7 in Wine Queens, 2015, pp 37-41 from Springer

Abstract: Abstract The wine queen selections are often prepared with lack of critical attitude and imagination and with an amateur approach towards the heritage, wine marketing or without the necessary decency to the queen candidates. Wine queens don’t sell only wine; they also sell the socio-cultural significances. Some of the messages we get out the wine queen’s selections as wine promoting acts are that women are objects and that they are underpaid or unpaid work force. They have entered into the public sphere with an insufficient awareness that wine capitalism strengthens on their shoulders, what is a questionable prospect for the emancipation of women.

Keywords: Wine queen; Wine marketing; Wine consumption; Emancipation of women; Objectification of women; Media; Heritage; Gender role; Discrimination; Underpaid workforce (search for similar items in EconPapers)
Date: 2015
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Persistent link: https://EconPapers.repec.org/RePEc:spr:spbrcp:978-3-319-16661-2_7

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DOI: 10.1007/978-3-319-16661-2_7

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