Adapting Authenticity: The Role of Linguistic and Symbolic Choices in Greek Wine Labels

Abstract

This research examines the complex interplay among commerce, culture, and language by analyzing Greek wine labels. Utilizing a qualitative methodology, this study conducts in-depth interviews with three winemakers to explore how linguistic elements and cultural symbols on labels are used to manage the dual objectives of preserving cultural authenticity and appealing to global markets. Six theoretical frameworks were used to support this thesis, including: Symbolic Interactionism (Mead, 1934 & Blumer, 1969), Commodification of Culture (Cohen, 1988), Cultural Capital (Bourdieu, 1984), Authenticity Theory (Trilling, 1972), Staged Authenticity (MacCannell, 1979) and Semiotics Theory (Saussure, 1916 & Peirce, 1931). These theories collectively shed light on how linguistic choices on wine labels contribute to both cultural identity and commercial success, through the use of techniques like the commodification of culture. The significance of this research lies in its investigation into the cultural aspects of global commerce, focusing specifically on how cultural authenticity is maintained alongside market demands, despite its negotiable character. In particular, winemakers use transliterated Greek names and symbols, sometimes stereotypically, as well as traditional motifs, national colors, and toponyms, to appeal to an international market while promoting aspects of Greek culture. The findings indicate that Greek winemakers strategically utilize language and symbols not only to uphold cultural identity but also to cater to the linguistic preferences of diverse consumer groups. On the other hand, they sometimes use foreign names and expressions on the label to create cultural capital specifically in the Greek market, thereby giving their wines a prestigious character. This study not only deepens our understanding of semiotic and cultural negotiations in label design but also provides practical insights for marketers seeking to enhance cultural relevance in label communication.