Dynamiques sociales et changement de pratiques viticoles : échanges professionnels, don et identités. Le cas des viticulteurs de deux communes dans l’Hérault

Changing working practices is a complex process. Using sociological concepts regarding organizations and innovation, this thesis explores the social dynamics involved in technical decisions surrounding the care of soil and the protection of vines. Using a qualitative analysis of professional networking, special attention was given to the role played by interactions between peers. The analysis reveals a system of informal cooperation ruled by the gift, where vintners exchange resources. A social capital is created by both strong and weak ties. Beyond the individual characteristics of the vintners and their farms, there is a certain correspondence between technical decisions and the positions in professional networks. However, the coexistence of practices in areas regarding types of production (Conventional,Reasoned, Organic) favours the emergence of new professional identites that regulate the relationships between vintners, setting limits on the exchange of resources. Understanding changing practices should take into account the consequences for the vintners’ identity, and their effects in terms of access to the exchange system described.