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The Objectification Makes the Profit

In: Wine Queens

Author

Listed:
  • Mojca Ramšak

    (Centre for Biographic Research)

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.

Suggested Citation

  • Mojca Ramšak, 2015. "The Objectification Makes the Profit," SpringerBriefs in Business, in: Wine Queens, edition 127, chapter 0, pages 37-41, Springer.
    • Handle: RePEc:spr:spbrcp:978-3-319-16661-2_7
    DOI: 10.1007/978-3-319-16661-2_7
    as

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