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Producing and Consuming the Craft Beer Movement (Hardcover)
Loot Price: R3,928
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Producing and Consuming the Craft Beer Movement (Hardcover)
Series: Routledge Critical Beverage Studies
Expected to ship within 9 - 15 working days
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Producing and Consuming the Craft Beer Movement is an ethnographic
analysis of the craft beer movement and its rapid development as an
industry that articulated a different set of values: celebrating,
quality, community, and good taste. This book will provide an
excellent foundation for considering craft beer and an
entrepreneurial practice that produces other forms of value beyond
monetary value. The craft beer movement has been an important
movement for thinking about contemporary consumer culture, and how
that consumer culture might develop a very different set of values
and priorities from those of the dominant consumer culture that is
created by large-scale industries focused on the instrumental
values of profit and efficiency. Located in one site, the
ethnography is situated within the larger context of the rise of
digital media, the evolution of cities, and the latest stage of the
capitalist marketplace. The book is distinctive as it is
ethnographic in its methodology. It is focused on one locale, the
metropolitan area around Philadelphia. Philadelphia, along with
Boston, Denver, San Diego, and a few other cities, was a central
location for the early development of the craft beer industry. With
its interdisciplinary approach, individuals with interests in
digital and social media, consumer culture, political economy,
ethnography, and contemporary cultural theory will find this an
interesting case study of an important industry that developed from
the homebrewing movement to become an important craft industry that
is now a global phenomenon. This book is directed to a broad range
of readers interested in new media, consumer culture, craft, and
contemporary capitalist culture. The book embeds the local in the
larger historical and political economic context. Readers would
include faculty members in communication, media studies, cultural
studies, sociology, and anthropology. Students at a graduate and
upper level undergraduate level would be interested as well.
General
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