Selected References

Savannah Weinstock ENVS 400: Thesis Scotch Whisky, Sustainability, and Spring 2015 Commodification of Nature & Culture Abstract Research Question Methodology My research aims to dig into the relationship between For what purpose, and in what manner, does the ● Literature review Scotch whisky production, sustainability and espousal Scotch whisky industry commodify nature and ● Commodity chain construction of an environmental ethic, and commodification of culture in the construction of the sign/myth of ○ Bruichladdich ● Theory analysis and application nature and culture. This means exploring questions Scotch whisky, and how does this inform the way ○ Economics regarding motivation of the industry and its the industry defines sustainability? representative body the Scotch Whisky Association. ■ Ecological Economics Further questions of the physical and socio-cultural ■ Environmental Economics effects of the commodification of nature and culture are ■ Neoliberalism also postured in this process. Included is an exploration ○ Environmental Studies ■ Marxism of semiotics, and the relationship between the sign and ■ Sustainability myth of whisky–further who arbiters of cultural and ○ Semiotics expert knowledge for whisky are that participate in ■ Sign constructing whisky as a sign. In exploring who ■ Myth constructs whisky, a look at who constructs the idea of ● Informal interviews with industry participants sustainability also becomes relevant. Neoliberal ○ Arran Distillery economic theory is compared and contrasted with ○ Bruichladdich Distillery modern environmental theory, and whisky distilling ○ Laphroaig Distillery industry standards in order to posit whether or not the ○ Lagavulin Distillery three can holistically cooperate to maximize economic, ○ Chivas Brothers Ltd. environmental, and industry ideals of success. ○ David Mahoney: Wine & Spirits Reviewer Commodity chain tracing proves one succinct method ● Case studies of exploring the relationships and values in question. ○ The Spice Tree Whisky This means exploring issues relating to the sourcing of ○ McCarthy Whiskey inputs, energy use, and the creation of externalities. Selected Scotch Whisky & Semiotics Conclusion References Due to the nebulous meaning of the term ‘sustainability’, true Barthes, Roland. 1991.Mythologies. New York: Noonday Press. sustainability can never be achieved, only sustainability as Bauman, Zygmunt. 2000. “Liquid Modernity”. defined by one stakeholder or another. The Scotch whisky Polity Press ; Malden, MA. Bunten, Ac. 2008. “Sharing Culture or Selling industry, as self-policed by the Scotch Whisky Association, can out? Developing the Commodified Persona in the Heritage Industry.”American Ethnologist 35 (3): surely remain economically successful; this is due to its power 380–95. over the myth of Scotch whisky, and its strong belief in the John Bellamy Foster. 2000. “Marx’s Ecology : Materialism and Nature”. Monthly Review Press. Triple Bottom Line. This neoliberal attitude functions in the Massey, Doreen. 1994. “A Global Sense of Place”. current global economic paradigm because it exists within its Minneapolis: University of Minnesota Press. confines. As long as ‘sustainability’ is defined within this Spracklen, Karl. 2011. “Dreaming of Drams: Authenticity in Scottish Tourism as an framework, the industry will deem itself a success. However, Expression of Unresolved Habermasian Rationalities .”Leisure Studies 30 (1): 99–116. due to the endemic flaws of capitalism, sustainability remains The Scotch Whisky Association. 2006. The Life Cycle Assessment of Scotch Whisky. Life Cycle void of any true meaning--simply a vehicle for capitalist Assessment. Scotland. ventures to use to promote their own growth. Whisky and Worldwide Distilled Spirits Conference. 2010. “Distilled Spirits : New Horizons : Energy, Scotland itself become commodified and mythologized in order Environmental and Enlightenment”. Nottingham University Press. to create and sustain cultural capital and economic value--to ———. 2012. “Distilled Spirits : Science and support the neoliberal vision of Scotch whisky. Sustainability”. Nottingham University Press. Imagevia http://www.trulynet.com/8600/Tastes/whisky-live-nyc-april-3rd-chelsea-piers/ & Lagavulin.

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