Content area
Abstract
The narratives presented in wine-themed materials present a partial understanding of wine production and thereby deemphasize vineyard workers' contribution to the process. This study uses content analysis to identify prevalent themes in novice-aimed wine texts and participant observation to document key themes in one winery tour presentation. The study finds the primary aim of these sites is to acquaint consumers' with proper wine tasting practices and to instill consumer confidence in their judgments of wine. To bridge the gap between the sites of consumption and production, in-depth interviews are conducted with Mexican-origin vineyard workers in Santa Barbara County to explore their viticultural experiences. Interview findings reveal vineyard work produces economic and health challenges similar to other crop industries. However, the care wine grapevines require may differently inform the work environment relative to field crops. The increased importance of wine grape production to California's economy necessitates an examination of workers within this industry.
