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Cover -- Half Title -- Series Page -- Title Page -- Copyright Page -- Contents -- List of figures -- Acknowledgments -- 1. Introduction: The Craft Community -- Introduction -- What Is Craft? -- Central Themes -- Chapters in the Book -- 2. Brewing and Doing Ethnography -- Introduction -- Boundaries -- Ethnography -- Positivist Science -- Counter Narratives and Trends -- Theoretical Practice -- Limitations -- 3. History of Craft Beer -- Introduction -- Imagination -- Authenticity -- Community -- Brewing in the United States -- Early Beer History -- Postwar Mass Culture and Mass Culture Beer -- Craft Beer Begins in the United States -- Generations -- Craft Brewing in Philadelphia -- 4. Political Economy and Craft Beer -- Introduction -- From Welfare Capitalism to Neoliberalism -- Globalization and the Political Economy of Consumer Capitalism -- The Information Revolution -- Spatial Transformations -- Transformations in Consumer Culture (Taste Revolution) -- Craft Beer in Britain: A Comparison -- Summary -- 5. Knowledge Production and Social Reproduction -- Introduction -- Invisible College -- Communities of Practice and Affinity Spaces -- Homebrewing -- Themes -- Summary -- 6. Digital Media and the Possibility of Craft -- Opening Story -- Digital Media and Space -- Production/Distribution/Consumption -- Summary -- 7. Values and Value Production -- Opening Story -- Craft -- Authenticity Again -- Value and Values -- Beer Labels -- From Being to Becoming -- Conclusion -- 8. Blurring the Edges: Craft Beer's Limitations -- Introduction -- Craft Beer and Alcoholism -- White Male Culture of Homebrewing and Craft Brewing -- Craft Beer and Race -- Craft Beer and Gender -- Summary -- 9. Conclusion -- Quality over Mass Consumption -- Community and Authenticity -- Generations -- Digital Media -- Current Tensions -- Final Thoughts -- Index.

"Producing and Consuming the Craft Beer Movement is an ethnographic analysis of the craft beer movement and its rapid development as an industry that articulated a different set of values: celebrating, quality, community, and good taste. This book will provide an excellent foundation for considering craft beer and an entrepreneurial practice that produces other forms of value beyond monetary value. The craft beer movement has been an important movement for thinking about contemporary consumer culture, and how that consumer culture might develop a very different set of values and priorities from those of the dominant consumer culture that is created by large-scale industries focused on the instrumental values of profit and efficiency. Located in one site, the ethnography is situated within the larger context of the rise of digital media, the evolution of cities, and the latest stage of the capitalist marketplace. The book is distinctive as it is ethnographic in its methodology. It is focused on one locale, the metropolitan area around Philadelphia. Philadelphia, along with Boston, Denver, San Diego and a few other cities, was a central location for the early development of the craft beer industry. With its interdisciplinary approach, individuals with interests in digital and social media, consumer culture, political economy, ethnography, and contemporary cultural theory will find this an interesting case study of an important industry that developed from the homebrewing movement to become an important craft industry that is now a global phenomenon. This book is directed to a broad range of readers interested in new media, consumer culture, craft and contemporary capitalist culture. The book embeds the local in the larger historical and political economic context. Readers would include faculty members in communication, media studies, cultural studies, sociology, and anthropology. Students at a graduate and upper level undergraduate level would be interested as well"--