Denied entry to standard advertisements structures by means of loss of assets, craft breweries have proliferated regardless of those demanding situations via embracing social media systems, and by way of growing an obsessed tradition of enthusiasts. In Craft Obsession
, Jeff Rice makes use of craft beer as a case learn to illustrate how social media systems corresponding to fb and Twitter functionality to form tales approximately craft.
Rice weaves jointly theories of writing, narrative, new media, and rhetoric with a private tale of his ardour for craft beer. He identifies six key components of social media rhetoric—anecdotes, repetition, aggregation, supply, sharing, and imagery—and examines how each one is helping to rework small, own reports with craft right into a extra frequent circulate. whilst shared through social media, craft anecdotes—such because the first time one had a beer—interrupt and repeat each other, construction a feeling of familiarity and identification between differently unconnected humans. Aggregation, the perform of becoming a member of in contrast to goods into one house, builds in this community id, constructing a connection to specific manufacturers or destinations, either actual and digital. the general public releases of craft beers are used to discover the idea that of craft supply, which includes a number of actors throughout a number of areas and ends up in a number of meanings. ultimately, Rice highlights how own sharing operates in the group of craft beer fans, who percentage on-line photos of buying, buying and selling for, and eating a wide selection of beers. those shared tales and photographs, whereas own for every person, replicate the dependence of craft on platforms of involvement. all through, Rice relates and displays on his personal event as a craft beer fanatic and his participation through social media in those systems.
Both an goal scholarly research and an enticing own narrative approximately craft beer, Craft Obsession offers worthy insights into electronic writing, storytelling, and social media.