The Consumption Culture of Wine in Taiwan
Abstract This thesis use the literature analysis method to discuss the consumption culture of wine in Taiwan. This thesis attempts to understand the development of wine in Taiwan, how wine has been consumed and how the perception of wine has changed. Moreover, the consumption condition of wine has been explained with the consumption culture from the point of sociology. Therefore, this thesis is divided into two parts while the first part is the historical analysis. We place wine under the social condition and historical background of Taiwan in order to discover the historical significance and characteristics of the wine consumption culture in Taiwan. The second discussion is the written report of multimedia. We try to understand the following three perspectives: (1) How media has discussed wine. (2) What imagines media has given wine in their reports. (3) How the imagines of wine given by the media has influenced on the wine consumption. The result shows that the significance of wine in Taiwan can be only understood when the study of wine has been discussed under the social condition and historical background in Taiwan. The consumption of wine has changed by foreign influence. For example, the change in alcohol policy influenced the social significance of wine. Moreover, with the discussion of media under the sociology analysis, the taste of wine has been used by consumers to differentiate themselves in financial ability, social status and the cultural distinction. Keywordswineconsumeculturetastedistinction
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