Ideology and Moral Values in Rhetorical Framing: How wine was saved from the 19th Century Phylloxera Epidemic
Abstract In the late 19th Century, an epidemic caused by an insect known as the Phylloxera eventually destroyed two-thirds of European vineyards, with devastating economic and political consequences. Wine as we know it today was very nearly lost to the world in this crisis that lasted nearly 30 years as opposing groups became stalemated over the cause of and response to this epidemic. Our study examines how different stakeholder groups rhetorically framed this ecological crises informed by their underlying ideological beliefs. Through our analysis, we begin to conceptualise the structure and process through which ideology translates into communicative actions. In so doing, we seek to contribute to our understanding of why impasses over ecological crises form and how they might be constructively resolved in favour of trajectories of greater sustainability.
Bio Dr Winston Kwon is a Chancellor’s Fellow in Strategic Management at the University of Edinburgh Business School and a Research Fellow of the UK Advanced Institute of Management (AIM). His recent work includes: a practice and process view of strategy and how they are practically accomplished through language and materiality; the unique role of social enterprise in addressing issues of social inequality and environmental sustainability; and the role of ideology and moral priorities in influencing responses to ecological crisis. Prior to returning to academia, Winston worked in finance roles in both technology and consumer sector organizations.