Craft obsession : the social rhetorics of beer / Jeff Rice.

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"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 soci...

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Bibliographic Details
Main Author: Rice, Jeff (Jeff R.) (Author)
Language:English
Published: Carbondale : Southern Illinois University Press, [2016]
Subjects:
Rice, Jeff > (Jeff R.) > Anecdotes.
Drinking customs > Anecdotes.
Beer > Blogs.
Social exchange.
Social networks.
Digital storytelling.
Narration (Rhetoric)
Rhetoricians > United States > Anecdotes.
Genre:
Anecdotes.
Blogs.
Physical Description:xvi, 273 pages ; 24 cm
Format: Book
Contents:
  • Craft introductions
  • Craft interruptions
  • Craft networks
  • Craft terroir
  • Craft delivery
  • Craft tracings
  • Craft sharing
  • Craft obsession.