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Craft obsession : the social rhetorics of beer / Jeff Rice.
Author
Rice, Jeff (Jeff R.)
[Browse]
Format
Book
Language
English
Published/Created
Carbondale : Southern Illinois University Press, [2016]
Description
xvi, 273 pages ; 23 cm
Availability
Copies in the Library
Location
Call Number
Status
Location Service
Notes
Firestone Library - Stacks
GT2890 .R53 2016
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Details
Subject(s)
Drinking customs
—
Anecdotes
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Beer
—
Blogs
[Browse]
Social exchange
[Browse]
Social networks
[Browse]
Digital storytelling
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Narration (Rhetoric)
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Rhetoricians
—
United States
—
Anecdotes
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Rice, Jeff (Jeff R.)
—
Anecdotes
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Library of Congress genre(s)
Blogs
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Anecdotes
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Getty AAT genre
blogs
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Summary note
"Denied access to traditional advertising platforms by lack of resources, craft breweries have proliferated despite these challenges by embracing social media platforms, and by creating an obsessed culture of fans. In Craft Obsession, Jeff Rice uses craft beer as a case study to demonstrate how social media platforms such as Facebook and Twitter function to shape stories about craft. Rice weaves together theories of writing, narrative, new media, and rhetoric with a personal story of his passion for craft beer. He identifies six key elements of social media rhetoric-anecdotes, repetition, aggregation, delivery, sharing, and imagery-and examines how each helps to transform small, personal experiences with craft into a more widespread movement. When shared via social media, craft anecdotes-such as the first time one had a beer-interrupt and repeat one another, building a sense of familiarity and identity among otherwise unconnected people. Aggregation, the practice of joining unlike items into one space, builds on this network identity, establishing a connection to particular brands or locations, both real and virtual. The public releases of craft beers are used to explore the concept of craft delivery, which involves multiple actors across multiple spaces and results in multiple meanings. Finally, Rice highlights how personal sharing operates within the community of craft beer enthusiasts, who share online images of acquiring, trading for, and consuming a wide variety of beers. These shared stories and images, while personal for each individual, reflect the dependence of craft on systems of involvement. Throughout, Rice relates and reflects on his own experience as a craft beer enthusiast and his participation via social media in these systems. Both an objective scholarly study and an engaging personal narrative about craft beer, Craft Obsession provides valuable insights into digital writing, storytelling, and social media" -- From the publisher.
Bibliographic references
Includes bibliographical references (pages 241-268) and index.
Contents
Craft introductions
Craft interruptions
Craft networks
Craft terroir
Craft delivery
Craft tracings
Craft sharing
Craft obsession.
Show 5 more Contents items
ISBN
9780809335282 ((pbk. ; : alk. paper))
080933528X ((pbk. ; : alk. paper))
LCCN
2016012117
OCLC
932001709
Statement on language in description
Princeton University Library aims to describe library materials in a manner that is respectful to the individuals and communities who create, use, and are represented in the collections we manage.
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Craft obsession : the social rhetorics of beer / Jeff Rice.
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