Phillips Craft Beer Culture and Modern Medievalism

Brewing Dissent
1. Auflage 2019
ISBN: 978-1-64189-218-6
Verlag: De Gruyter
Format: PDF
Kopierschutz: Adobe DRM (»Systemvoraussetzungen)

E-Book, Englisch, 164 Seiten

Reihe: Collection Development, Cultural Heritage, and Digital Humanities

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.

Autoren/Hrsg.

Phillips, Noëlle

Fachgebiete

• Wirtschaftswissenschaften Wirtschaftssektoren & Branchen Fertigungsindustrie Lebensmittelindustrie, Nahrungsmittelindustrie
• Interdisziplinäres Wissenschaften Wissenschaft und Gesellschaft | Kulturwissenschaften Kulturwissenschaften: Ernährung & Gesellschaft
• Geisteswissenschaften Geschichtswissenschaft Weltgeschichte & Geschichte einzelner Länder und Gebietsräume Europäische Geschichte
• Wirtschaftswissenschaften Wirtschaftssektoren & Branchen Primärer Sektor Agrarökonomie, Ernährungswirtschaft
• Sozialwissenschaften Ethnologie | Volkskunde Ethnologie Kultur- und Sozialethnologie: Materielle Kultur, Wirtschaftsethnologie
• Geisteswissenschaften Geschichtswissenschaft Geschichtliche Themen Kultur- und Ideengeschichte

Inhaltsverzeichnis

Chapter 1: Introduction: Medievalism and Craft Beer Chapter 2: Reading Beer in the Middle Ages Chapter 3: Resistance and Revolution: Craft Beer vs Corporate Giants Chapter 4: Monastic Medievalism Chapter 5: Militant Medievalism: Norsemen, Mythology, and Masculinity Chapter 6: Pale Ales and White Knights: Craft Brewing, Whiteness, and Medievalism Chapter 7: Conclusion: The Alchemy of Alcohol

Über Autor(innen)

Phillips Noëlle:
Noëlle Phillips teaches in the English Department at Douglas College in British Columbia and is an Honorary Affiliate Instructor at the University of British Columbia, Canada.