Chapter 6. Craft beer and linguistic lifestyle emblematization
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Theresa Heyd
Abstract
Craft beer is currently a highly popular form of conspicuous consumption in many Western societies, including Germany. As such, the craft beer movement is a prime example of ‘lifestyle emblematization’: to partake in it is to be involved in the performance of exclusive and informed identities, a prerequisite for claims to social distinction. This study is grounded in ethnographic data from Berlin’s craft beer bars and complimentary data from the Upper Franconia region, which constitutes a peripheral space in terms of social geography yet doubles as a widely acclaimed center of German brewing traditions. By drawing on comparative data from these two differing sites, we can gain insight on discursive processes of lifestyle emblematization, and the specific role of Anglophone resources therein.
Abstract
Craft beer is currently a highly popular form of conspicuous consumption in many Western societies, including Germany. As such, the craft beer movement is a prime example of ‘lifestyle emblematization’: to partake in it is to be involved in the performance of exclusive and informed identities, a prerequisite for claims to social distinction. This study is grounded in ethnographic data from Berlin’s craft beer bars and complimentary data from the Upper Franconia region, which constitutes a peripheral space in terms of social geography yet doubles as a widely acclaimed center of German brewing traditions. By drawing on comparative data from these two differing sites, we can gain insight on discursive processes of lifestyle emblematization, and the specific role of Anglophone resources therein.
Chapters in this book
- Prelim pages i
- Table of contents v
- Chapter 1. Introduction 1
-
Lifestylization and the global
- Chapter 2. How less means more in the comments section of vegan food blogs 15
- Chapter 3. The moral taste of food 35
- Chapter 4. The local and the global in airline food 57
- Chapter 5. Language in transnational communities of consumption 79
- Chapter 6. Craft beer and linguistic lifestyle emblematization 99
-
Mediatization and identity
- Chapter 7. (Un)healthy food discourses 125
- Chapter 8. Dinner for One 145
- Chapter 9. “Tell me about food and I tell you who you are” 167
- Chapter 10. Formality and informality in cooking shows 189
-
Enculturation and localization
- Chapter 11. A rich sauce of comedy 211
- Chapter 12. Naming practices in Singapore’s hawker centres 235
- Chapter 13. Naming food in English in multilingual Cameroon 257
- Index food and food names 277
- Index 281
Chapters in this book
- Prelim pages i
- Table of contents v
- Chapter 1. Introduction 1
-
Lifestylization and the global
- Chapter 2. How less means more in the comments section of vegan food blogs 15
- Chapter 3. The moral taste of food 35
- Chapter 4. The local and the global in airline food 57
- Chapter 5. Language in transnational communities of consumption 79
- Chapter 6. Craft beer and linguistic lifestyle emblematization 99
-
Mediatization and identity
- Chapter 7. (Un)healthy food discourses 125
- Chapter 8. Dinner for One 145
- Chapter 9. “Tell me about food and I tell you who you are” 167
- Chapter 10. Formality and informality in cooking shows 189
-
Enculturation and localization
- Chapter 11. A rich sauce of comedy 211
- Chapter 12. Naming practices in Singapore’s hawker centres 235
- Chapter 13. Naming food in English in multilingual Cameroon 257
- Index food and food names 277
- Index 281
