Roland Robertson

The story of orthotomy and why the new narrative is needed.

The term globalization, coined by Roland Robertson in 1992, defines the ambivalent articulation between the global and the local, between the interdependence of the world economy on the one hand and the particular dimension of local context with their traditions on the other.

These two realities are both contrasting and complementary.

They connote not only a set of economic, financial activities but also a complex of symbolic practical social codes and cultural habits that are linked to territorial communities Agri-food production and wine production in particular represent the interpretive paradigm par excellence of a need for identity and recognition that arrives from the fear of anonymous social ties in an increasingly globalized world and that finds in tradition, no matter if reinvented or re-mythologized, the anchorage of effectivity or belonging as the French historian Jacques Le Goff defines them.