Pablo Rojas Corvalán

Prior to my current role in R&D within the food and beverages industry, I pursued an academic career focused on research, teaching, publishing, and translation. My expertise lies in qualitative methodologies in the social sciences, particularly participant observation, ethnography, and videographic analysis. Central to my research is the cultivation of skill and craftsmanship, spanning personal and intergenerational contexts. I explore how sensory techniques can be reclaimed and reimagined. I currently serve as a Social Scientist at Concha y Toro Vineyards' Center for Research and Innovation, where I contribute to the Consumer Research and New Products Strategic Program. My work involves spearheading R&D+I projects that prioritize consumer-centered sensory education and innovative methodologies aimed at engaging consumers in the design of new products and services.

Reprising Craftsmanship: An Expressive Approach to Skill

Craftsmanship provides an insight into an inherently human dimension of work resulting from our immersion in an occupation or profession. The present book illustrates and defines the vital, social, aesthetic, and ethical dimensions involved in craftsmanship, which rejects a dissociation between handwork and wit, or between action and thought. Drawing on artistry as an emblem, the present account conveys that skilful action can only be renewed in a cycle involving both the personal and the intergenerational. The role of expressivity in reappropriating technical activity is key in showing the continuous revaluation of our ethics and aesthetics of work, practice, and creation. The overall arc of the volume shows a movement from responsiveness to responsibility. In short, if we are to reformulate our relationship to work and craft, we need to see through our responsibility in technique. The particularities of craftsmanship described here aim to contribute to such formulation.

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