Étude comparative de la mise en récit de l’huile d’olive à travers les sites web de deux domaines agricoles du bassin méditerranéen

Abstract

The phenomenon of globalization has transformed the perception of territories, and the local is now generating renewed interest, particularly within the movement of neolocalism. In this context, local food and wine products – such as olive oil – carry not only economic value, but also heritage and identity significance for producers and territorial actors. This study focuses on two Mediterranean regions: Tuscany and the historic region of Provence, where olive oil has been cultivated since Antiquity and remains deeply rooted in the local landscape and cultural identity. Drawing on a multimodal analysis of the websites of two farms, we examine the narrative surrounding olive oil production from a comparative and qualitative perspective. The objective of this research is to highlight the representations that emerge through the dis-cursive strategies employed by producers in both regions, and to explore how these strategies contribute to the construction and transmission of territorial heritage. What discursive strategies do agricultural producers implement to promote their olive oil? How do they appropriate and instrumentalize notions such as historicity, territory and terroir, authenticity, imagination, and sustainable development? Can we identify similarities and/or differences in the discourse conveyed between the two case studies?