Identity and Multiculturalism: Representation of the Mapuche People in Chilean Wine Labels

Abstract

The wine industry is one of the most consolidated Chilean industries. Part of its commercial success is due to the utilization of efficient communication strategies for the sale of the products, where the wine labels are very important. In the Chilean case, one of the strategies to represent the national identity has been the allusions to the Mapuche people in the images on the wine labels. This work aims to characterize how is presented and configured the Mapuche identity in Chilean wine labels and which is the link it has with its history. For this, the configuration of Chilean export wine labels will be analyzed through a semiotic analysis of the content. The conclusions derived from this research are about the labels are ignoring a part of the history of viticulture and its link with the territories, agents, and materialities of Mapuche origin, while enhancing a commercially attractive image. Likewise, it reflects the role that archaeology has played in it and its contribution to more just and inclusive history.