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.
Original language | English |
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Pages (from-to) | 236-261 |
Number of pages | 26 |
Journal | Journal of Business and Technical Communication |
Volume | 30 |
Issue number | 2 |
DOIs | |
State | Published - Apr 1 2016 |
Bibliographical note
Publisher Copyright:© The Author(s) 2015.
Keywords
- beer
- craft
- crafty
- identity
- narrative
- revolution
ASJC Scopus subject areas
- Business and International Management
- Communication
- General Business, Management and Accounting