Oleo‐Signs and Quali‐Signs: The Qualities of Olive Oil

This article considers the way that a single substance, olive oil, bundles together a set ofqualisigns including luminosity, liquidity, spreadibility, durability, capacity to cleanse, capacity to seal or preserve, capacity to insulate, and notably, a lack of miscibility in water. These qualisigns allow olive oil to operate in several discrete religious contexts in the Mediterranean although the interpretations and the specific qualisigns made salient by particular semiotic metadiscourses are always changing, even though the material substrate remains the same. In contemporary Western discourses of distinction, the positive qualities of olive oil are not those primarily registered by the ordinary senses of taste, touch, and smell, but rather those that are established discursively by expert opinions of various kinds, which attest to olive oil's ‘healthful’ qualities.