Vendere le storie: capitali e processi estrattivi. I paesaggi del vino in Alta Gallura

This paper aims to draw attention to some changes underway in the long-established Gallura region, where over recent decades a variety of signs have indicated a slow return to forms of economy linked with wine production. The article intends to highlight the extent to which storytelling about the history of the relations that have entwined man and environment in producing the unique quality of this context, has played a fundamental role - by creating the controlled designation of origin – in the production and marketing of wine. Through a critical analysis of the concept of terroir, coined by the French, we wish to emphasise however that this stimulus, while representing the engine of landscape transformation, has brought with it the dangers of commercialisation of memory and history. The kind of commercialisation that risks turning this territory into a new “profitable catchment area” for those flows of capital capable of extracting value for themselves from the special aura storytelling imparts.