The image as heritage. Transformations of the Mendoza wine industry (Argentina)

Abstract

Towards the end of the nineteenth century, developments in the photography industry enabledphotography to become popular. ?Do it yourself?, said an old advertisement, thus bringingthe professional photographer?s monopoly to an end. Because of the absence of conditioningsforeign to the photography author, the photography reflects familiar scenes as well as social,economic and religious activities; in fact, it reflects every moment in familiar life. All theimages share a leit-motif, that is, the representation of everyday life. Thus, the theme of wineproduction is approached on the basis of familiar photography. While reflecting the details ofeveryday life, familiar photography infers a series of analysis parameters for the iconic discoursewhich allows us to rebuild this industrial process, determining the existence of a wine imagery.