Craft Obsession: The Social Rhetorics of Beer

by Jeff Rice

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,...

• Format: Paperback
• Language: English
• ISBN: 080933528X
• ISBN13: 9780809335282
• Release Date: November 2016
• Publisher: Southern Illinois University Press
• Length: 292 Pages
• Weight: 1.15 lbs.
• Dimensions: 0.8" x 6.1" x 9.2"