Professional Purity: Revolutionary Writing in the Craft Beer Industry. (April 2016)

• Record Type: Journal Article
• Authors: Rice, Jeff
• Is Part Of: Journal of business and technical communication. Volume 30:Number 2(2016:Apr.)
• Page Start: 236
• Page End: 261
• Publication Date: 2016-04
• Subjects: craft -- beer -- revolution -- crafty -- narrative -- identity; Business communication -- Periodicals; Communication of technical information -- Periodicals; 658.45
• DOI: 10.1177/1050651915620234
• Languages: English
• ISSNs: 1050-6519

Abstract

This study focuses on dominant terms whose usage generates a specific identity in the craft beer industry: revolution and crafty. Actors who engage these terms—brewers, writers, and consumers—create a narrative about the industry that gives craft beer a professional identity. The study explores how specific industries depend on the circulation of taxonomies in order to establish an identity with both a customer base and each other.