Denied access to traditional advertising platforms by lack of resources, craft breweries have proliferated despite these challenges by embracing social media platforms, and by creating an obsessed culture of fans. In Craft Obsession, Jeff Rice uses craft beer as a case study to demonstrate how social media platforms such as Facebook and Twitter function to shape stories about craft. Rice weaves together theories of writing, narrative, new media, and rhetoric with a personal story of his passion for craft beer. Both an objective scholarly study and an engaging personal narrative about craft beer, Craft Obsession provides valuable insights into digital writing, storytelling, and social media.

Book Information
ISBN 9780809335282
Author Jeff Rice
Format Paperback
Page Count 277
Imprint Southern Illinois University Press
Publisher Southern Illinois University Press
Weight(grams) 505g
Dimensions(mm) 233mm * 154mm * 20mm