Craft beer culture and modern medievalism brewing dissent
Since the 1970s, the craft brewing industry has grown in popularity. However, with the introduction of the Internet and the consequent globalization of cultures and economies, craft beer marketing has increasingly evoked the medieval past in order to appeal to our collective sense of a lost communit...
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| Format: | Elektronisch E-Book |
| Sprache: | English |
| Veröffentlicht: |
Leeds
Arc Humanities Press
[2019]
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| Schriftenreihe: | Collection development, cultural heritage, and digital humanities
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| Schlagworte: | |
| Online-Zugang: | DE-1043 DE-1046 DE-858 DE-Aug4 DE-859 DE-860 DE-473 DE-355 DE-706 DE-739 URL des Erstveröffentlichers |
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| Zusammenfassung: | Since the 1970s, the craft brewing industry has grown in popularity. However, with the introduction of the Internet and the consequent globalization of cultures and economies, craft beer marketing has increasingly evoked the medieval past in order to appeal to our collective sense of a lost community, and even a lost purity. This book discusses the desire for the local, the non-corporate, and the pre-modern in the discourse of craft brewing, which has become a form of ideological resistance to corporate capitalism, forming a strong counter-cultural narrative. However, such discourses also reinforce colonial histories of purity and conquest while effacing indigenous voices, and there are troubling intersections between the desire for a medieval past and the desire to preserve the imaginary "whiteness" of that past. Such considerations are particularly relevant now, during a time in which white nationalist groups (many of which turn to a medieval past for inspiration) are increasing in influence and visibility. Moving from beer in the Middle Ages to beer in 2019, this book deploys analysis of literary and historical texts, advertisements, labels, and interviews with craft brewers and writers to argue that craft beer is much more than a delicious drink and a social connector; its marketing, its appeal, and its ubiquitous presence in middle class North America reveals a powerful cultural desire for the past in a world that privileges the present ‹div›In recent years craft beer marketing has increasingly evoked the medieval past in orderto appeal to our collective sense of a lost community. This book discusses thedesire for the local, the non-corporate, and the pre-modern in the discourse ofcraft brewing, forming a strong counter-cultural narrative. However, suchdiscourses also reinforce colonial histories of purity and conquest whileeffacing indigenous voices. This book reveals that craft beer is therefore muchmore than a delicious adult beverage; its marketing reveals a cultural desirefor a past that has disappeared in a world that privileges the present.‹/div› |
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| Beschreibung: | 1 Online-Ressource (164 Seiten) |
| ISBN: | 9781641892186 |
| DOI: | 10.1515/9781641892186 |