(Pragmatist) geographies of rankings

Abstract

As a rapidly growing interdisciplinary literature has argued, rankings have become a key means of valuation in contemporary society. However, the majority of the work focuses on rankings in only a few areas, and even if spatial aspects play a role in the interdisciplinary literature, the number of explicitly geographical works on rankings is surprisingly low. Against this backdrop, in this paper I aim firstly to flesh out a pragmatism-inspired geographical perspective on rankings. Secondly, using the example of wine rankings, I will ask the question as to how the growing importance of rankings has changed valuation schemes. The wine industry is particularly well suited to this, as nominal classifications in the form of designations of origin have historically played a central role here. A pragmatist, geographical perspective on ordinal ordering processes illustrates that rankings evoke both economic and geographical realities; they do this not only through the ranking processes as such, but also through observation of and engagement with rankings by different actors. In the case of wine, local/regional specificity is an inherent part of the world of rankings—be it through the fact that ranking processes build on (embodied) geographically contextualised knowledge of wine judges, through the possibilities of using (or not using) (different) rankings for different markets by wine producers, or through the balance between the marketing of wine through rankings and the suitability of those very wines for the specific markets in which they are to be sold. This is perhaps the biggest difference compared with other fields in which the importance of rankings has increased considerably—in particular, higher education. It helps to explain why the historically significant valuation scheme of geographical origin has not lost any of its significance, despite the increase in the importance of rankings in the world of wine.