Abstract

The production of an image of the world of wine in Chile is relevant for the wine sector, in which women, nowadays, have achieved a significant presence. Questions about the image projected by audiovisual media and how gender appears related to the narrative of the modernization of the wine industry are central to this research, which analyzes two documentary-type television series on viticulture produced for dissemination purposes (2017 – 2018). Various aspects of the audiovisual discourse were coded with a dialogic perspective, finding that the subject position is strongly focused on men; Women appear with an emerging relevance only in the role of winemakers and the dominant narrative places winemakers as protagonists of innovation in a traditional regulatory framework, which roots social, economic, gender and nature relations in the family. Finally, the article discusses the tensions inherent to the image projected by these media. © 2023 Universidad de Chile. All rights reserved.