Chapter 6
Craft beer and linguistic lifestyle emblematization
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.
Article outline
- 1.Introduction
- 2.Theorizing craft beer: Beer talk and lifestyle emblematization
- 3.Sites of analysis and data
- 3.1Sites of analysis
- 3.2Data collected
- 4.Anglophone and German resources in discourses of global/local
exclusivity
- 4.1English and German in Berlin
- 4.1.1
Berliner Berg
- 4.1.2
The Pier
- 4.1.3
Vagabund Brauerei
- 4.2German and English in Upper Franconia
- 5.Talking craft beer into being: Discursivization processes
- 5.1Talking about beer: Tasting terms and tasting notes
- 5.2Metagraphematic awareness
- 6.Conclusion
-
Notes
-
References