| Description |
1 online resource (155 pages) |
| Series |
Collection Development, Cultural Heritage, and Digital Humanities |
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Collection development, cultural heritage, and digital humanities.
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| Contents |
Front Cover; Half-title; Series information; Title page; Copyright information; Table of contents; List of Illustrations; Acknowledgements; Chapter 1. Introduction; Medievalism; Medievalism through the Ages; Craft Beer and Medievalism; Chapter 2. Reading Beer in the Middle Ages; Medieval Beer as Culture; Willful Women: Gender and the Commodification of Beer in the Middle Ages; Conclusion: 1516 and All That; Chapter 3. Resistance and Revolution; Beer Production in North America: Corporate Giants and the "Little Guys"; The Meaning of Craft Beer: Identity, Status, Resistance; Chapter 4. Beer Heroes and Monastic MedievalismBeyond Neolocalism; Monastic Medievalism in Craft Breweries: Recovering the Past and Creating Community; Naughty Monks and Funny Friars; Monastic Medievalism and Gender: What about the Women?; Chapter 5. Militant Medievalism; Chapter 6. Pale Ales and White Knights; Seeing Whiteness; White Medievalism; Beer and Race: Dealing with the Discomfort; Brave Men and True: The Entrepreneurial, Warrior Spirit and White Medievalism; Beer and Belonging; Chapter 7. Conclusion; Select Bibliography; Index |
| Summary |
In recent years craft beer marketing has increasingly evoked the medieval past in order to appeal to our collective sense of a lost community. This book discusses the desire for the local, the non-corporate, and the pre-modern in the discourse of craft brewing, forming a strong counter-cultural narrative. However, such discourses also reinforce colonial histories of purity and conquest while effacing indigenous voices. This book reveals that craft beer is therefore much more than a delicious adult beverage; its marketing reveals a cultural desire for a past that has disappeared in a world that privileges the present |
| Analysis |
Craft beer |
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brewing |
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cultural appropriation |
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medievalism |
| Bibliography |
Includes bibliographical references (pages [149]-152) and index |
| Notes |
In English |
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Vendor-supplied metadata |
| Subject |
Beer -- Europe -- History -- To 1500
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Beer -- United States -- History
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Beer -- Canada -- History
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Medievalism.
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Medieval Revival.
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Medievalism (cultural movement)
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Beer
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Medievalism
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Canada
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Europe
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United States
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| Genre/Form |
History
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| Form |
Electronic book
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| ISBN |
9781641892186 |
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1641892188 |
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