Exploring the Impact of Increased Wine Consumption on Global Ethics

This essay investigates the impact of higher wine consumption on changing global ethical values, employing globalization theory and ethnographic writing methods. Primary research, including visual data collection through photography and infographics, is used to analyze the connection between globalization, wine production, and ethical shifts across different cultures. The hypothesis focuses on how increased wine production in newer regions correlates with ethical value changes driven by globalization. Visual analysis of images depicting wine types, labels, consumption data, and production processes supports the argument that globalization influences consumerism and ethical values, particularly in the wine industry, while also acknowledging cultural dissimilarities. The conclusion emphasizes the interaction between globalization and visual culture, highlighting the interconnectivity and cultural openness fostered by globalization in the context of the wine business.

Research Question:
What is the impact
of higher wine
consumption on
changing global
ethical values?

Table of Contents
INTRODUCTION...............................................................................................................1
INTRODUCTION OF SELECTED THEORY.....................................................................1
VISUAL ANALYSIS............................................................................................................2
CONCLUSION...................................................................................................................8
REFERENCES................................................................................................................10

What is it that you want to investigate
Question: Question: What is the impact of higher wine consumption on changing global
ethical values?
Theory: Globalization is the theory selected for exploring this topic. This is suitable
theory used for investigating on the topic of changing ethics and wine consumption
because globalization has influenced the expansion and popularity of wine consumption
across the globe. The concept of globalization also covers free trade and open
exchange of ideas which can help identify the ways in which ethics and culture were
affected in field of wine industry because of higher wine consumption. The wine industry
is impacted because of globalization because the free trade environment has helped
support export and impact of European wines to international markets and extended
wine making and drinking. This also affected the ethical system usually followed in
these countries.
Research Methods: Primary research is conducted in this investigation which involved
collecting raw data from first hand resources. Data collection is an important part of the
research because it helps gain relevant and useful data needed for drawing verified and
reliable conclusions. Primary data is collected in this investigation which provides the
advantage of ensuring that latest information is used in the study. The usage of primary
data will be helpful for addressing the research question on the wine industry and ethical
changes because It will provide current data on wine and cultural and ethical
environment of different regions. The primary research conducted for completing this
essay includes photography surrounding wine culture and creating visual material
surrounding data about wine consumption and industry. This visual material includes
graphs and info graphics. The advantage of this research is that it provides relevant and
up to date information about the wine industry in visual format which is easy to
understand and conveys the meaning more clearly than simple numbers of text.
Writing Method: Ethnography is the selected writing method. This involves observation
and analysis so that systematic research can be completed. It is beneficial method for
covering the topic of wine field because wine consumption, demand and production is
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global occurrence which affects many different cultures. In context of the present
research the usage of ethnography is helpful because it helps analyse the impact of
globalization on wine and culture in different culture including Europe, Americas and
Asia. In this way the research question is properly addressed.
INTRODUCTION
Visual images are very important and they deserve our attention critically in today's
world. This essay will discuss the aspects of globalisation and how globalisation has
occurred in the field of wine business, with the help of various tools of visual grammar. It
is integral to mention that the images are created in context with our perception and
shows the aspect of globalisation in regard to the globalisation of wine business. Variety
of images present in data creates challenges for the experts to analyse and resolve to a
particular decision. Analysis performed with the help of visual data may not provide
accurate description of the context because of limited attention on particular aspects of
the image..
INTRODUCTION OF SELECTED THEORY
Primarily globalisation can be considered as an important aspect for understanding
the expansion of businesses throughout the globe with the help of internationalisation
(Herriot, Scott-Jackson, 2022). Globalization and visualisation may look very different
from one another and these two concepts seem to have no relation with each other. But
when globalization is studied carefully, the common attributes between these two
aspects can be considered noteworthy. The theme selected for this essay is ‘ethical
values and consumerism”. The visual analysis completed on wine business and
globalization will help cover the theme of ethical values and consumerism by helping
identify the changes in ethical values of different regions and its relation with changes in
wine production of the region. The reason for selecting this specific theme is the
personal curiosity towards understanding the way raid globalization has shaped ethical
values on a regional and global scale. Globalisation has occurred tremendously in the
area of wine business which can be understood with the help of pictures that hold the
ideology of the growth of Wine industries throughout various countries (Wiley, 2017).
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Question and Hypothesis:
The hypothesis for this essay focuses on developing an understanding the ways in
which globalization has affected wine production in different regions of the world. The
hypothesis adopted or completing the visual research is that wine production has
increased in newer regions because ethical values in such regions are affected by rapid
globalization. Different countries have come to embrace wine production and
consumption because of changes in ethical values. In this way the visual research
seeks to find out the link between changes in ethical values and globalization in context
of wine production and demand. The theme which is touched upon through this
hypothesis is ‘ethical values and consumerism’. Here, the theory of globalization is used
to test the hypotheses of ethical values being changed across the world in context of
rising acceptance towards wine production and consumption.
VISUAL ANALYSIS
Globalisation of businesses increased the demand for new forms of interpretations
such as the use of visual culture to study (Craig, Douglas, Bennet, 2019). Globalisation
is bringing the people together and the people are becoming closer with the visual
cultures from different places around the world (Steger, 2020). With the development of
technologies during the first and second phase of industrial revolution the activities of
globalisation have taken a boost (Cowen, 2022).
Figure 1
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Figure 2
Figure 3
Figure 4
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Figure 5
Figure 6
Figure 7
5

Figure 8
Figure 9
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Figure 10
Rationale for selection the pictures:
Figure 1:This image depicts the two types of wine produced from grapes which are
popular across the globe, namely red grape wine and black grape wine introducing the
wine industry and consumption culture. This justifies its selection.
Figure 2: The image depicts different red wine varietals which are the group variants of
red wine with different taste characteristics. It also has an accompanying photograph
showcasing the visual different between wine varietals such as Pinot Noir, Syrah or
Merlot. This justifies its usage as it gives insight about wine varieties
Figure 3: This image provides inform about wine label which is known to wine
consumers can be used to understand wine consumer decision making process. It can
be understood that wine label provide information about flavour and varietal so that
consumers makes suitable decision. It gives insight about wine consumption and is
therefore included.
Figure 4: The fourth image is collection of wine culture terminology such as Sommelier
who is wine professional or wine reviewers on social media. It depicts the way wine
information reaches different countries through social media and globalization which
helps answer the question of this essay.
Figure 5:The fifth image provides wine consumption data internationally and is essential
to understand the wine consumption rise and its relation to globalization.
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Figure 6: The graph provided here informs about largest wine producing regions so that
the places from where wine is exported around the globe is identified. It informs the
viewer about wine production and is justified for its usage in the essay.
Figure 7: Here the factory wine making process is depicted using flow chart. It is easy
to understand and helps look at the overall process of producing commercial wine so
that its popularity and rise in consumption can be examined. This is the reason for its
inclusion.
Figure 8:In this figure the enterprise wine making process is simplified which is the
rationale for its inclusion. It helps understand the wine industry and its spread across the
world from perspective of a manufacturer.
Figure 9: Different types of wine with their colour difference sis shown in the image. The
usage of this image is justified because it helps examine in rise in wine consumption in
context of different types of wine.
Figure 10: The final image is useful because showcases the main brands selling wine
globally. It is used to showcase wine industry and how globalization has helped wine
businesses become international.
It can be examined that the processes of production of wine is accurate and precise
for all locations (Ritzer, 2020). In the case of the USA it examines that the growth of
Californian wine business is entirely different from the wine businesses in California.
This showcases the changes in ethical values in USA with rise of globalization. The
ethical values of US have shifted towards consumerism with rise in globalization as wine
production and demand have increased heavily. Even when the cultural dissimilarities
are unchanging aspects that creates rivalry and conflict among the globalised,
interconnected and interdependent economies (Hofstede, 2021). Globalisation
promotes the flow of visual cultural practices, positive interactions of the people, cross
border connections, positive relations, exchange of goods and services, sharing of
values and norms by the organisations as well as the society across the borders
(Pieterse, 2018).
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CONCLUSION
It has been concluded from the above discussion that interactions between the
globalisation and visual culture has certain impact and influence on various theoretical
and non-theoretical aspects due to their interactions and co-existence at a particular
place. There is no doubt that globalization or businesses has been affecting the visual
culture of human society and has also led to the interconnectivity among various
cultures and people around the world. It has been understood that globalisation does
not mean cultural standardisation is convergence but it has shown that globalisation has
brought competency and cultural openness across different places. Moreover it has
been discussed that globalisation and visual culture hold a very important impact for the
organisations as well as the societies. Along with this it has been discussed that
economic globalisation has a certain impact on the activities of individualism globally.
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REFERENCES
Books and Journals
Herriot. P., Scott-Jackson. W., 2022. Globalization, social identities and
employment. British Journal of Management, pp. 13.249257.
Wiley. S. B. C., 2017. Rethinking nationality in the context of
globalization. Communication Theory, pp. 14.
Hofstede. G., 2021. Culture’s Consequences: Comparing Values, Behaviors, Institutions
and Organizations Across Nations, Sage Publications, Thousand Oaks,
California.
Craig. C. S., Douglas. S. P., Bennett A., 2019. Contextual and cultural factors
underlying Americanization, International Marketing Review, pp. 26.90.
Steger. M. B., 2020. Ideologies of globalisation, Journal of Political Ideologies, Pp. 30.
1130 .
Cowen. T., 2022. Creative Destruction: How Globalization is Changing the World’s
Cultures, Princeton University Press, Princeton, New Jersey.
Pieterse. J. N., 2018. Globalization and Culture, Rowman & Littlefield Publishers,
Lanham, MD.
Ritzer. G., 2020. Globalization: A Basic Text, Wiley-Blackwell, West Sussex, UK.
Online
Kearney, A.T., 2016. Global Cities 2016. [Online] Available
through: www.atkearney.com/documents/10192/8178456/Global+Cities+2016.pd
f/8139cd44-c760-4a93-ad7d-11c5d347451a
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