Author(s):
George Franklin, Jr. McCleary* - University of Kansas
George F., Jr. McCleary - University of Kansas
Abstract:
Understanding wine requires understanding the environment … geology, soil, land surface form, meso-and microclimates … terroir. This is environmental management at a detailed, a crucial, level. For the scholar, the situation is complex. While the general limits of viticulture around the world are relatively easy to map, the level of detail is more problematic. Viticulture is nowhere continuous; the occurrence of vineyards is irregular. No two wine textbooks or atlases have identical maps for viticultural areas at the regional level, the result of differing degrees of selection and generalization. On some maps areas of viticulture are grouped together, yielding a false impression of continuity and uniformity; left separate on other maps, they fail to convey the sense of region. For the tourist, on the other hand, the map is the solution to wayfinding, a navigation problem … how to get to the winery. The tourist map is simpler; it is a guide to the site, not the situation. In an era with extensive wayfinding resources, the brochure is still an important object. Not only are there the necessary details for finding the winery, but there are all of the features of modern advertising, designed to attract, acquaint, and associate the user with the winery. The overt messages of brochures and other forms of tourist information are accompanied by seldom covert, but sometimes subtextual, messages employed by the designer. For the tourist, any map-environment confusion is acute, for the map and reality need to correspond in a meaningful way.
