Read e-book online Craft Obsession: The Social Rhetorics of Beer PDF

By Jeff Rice

Denied entry to standard ads systems via loss of assets, craft breweries have proliferated regardless of those demanding situations via embracing social media structures, and by way of developing an obsessed tradition of fanatics. In Craft Obsession, Jeff Rice makes use of craft beer as a case examine to illustrate how social media structures corresponding to fb and Twitter functionality to form tales approximately craft.

Rice weaves jointly theories of writing, narrative, new media, and rhetoric with a private tale of his ardour for craft beer. He identifies six key parts of social media rhetoric—anecdotes, repetition, aggregation, supply, sharing, and imagery—and examines how each one is helping to remodel small, own studies with craft right into a extra common circulation. while shared through social media, craft anecdotes—such because the first time one had a beer—interrupt and repeat each other, development a feeling of familiarity and identification between in a different way unconnected humans. Aggregation, the perform of becoming a member of in contrast to goods into one house, builds in this community id, constructing a connection to specific manufacturers or destinations, either actual and digital. the general public releases of craft beers are used to discover the concept that of craft supply, which includes a number of actors throughout a number of areas and ends up in a number of meanings. eventually, Rice highlights how own sharing operates in the group of craft beer fans, who proportion on-line photos of buying, buying and selling for, and eating a wide selection of beers. those shared tales and pictures, whereas own for every person, mirror the dependence of craft on platforms of involvement. all through, Rice relates and displays on his personal adventure as a craft beer fanatic and his participation through social media in those systems.

Both an target scholarly learn and an attractive own narrative approximately craft beer, Craft Obsession offers worthwhile insights into electronic writing, storytelling, and social media.

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Craft Obsession: The Social Rhetorics of Beer by Jeff Rice

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