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Craft Beer in the US: A Production of Culture Perspective
In this dissertation I use the production of culture perspective as a lens to analyze the emergence of craft beer in the US. In doing so, I examine how the six facets of the production of culture perspective have both constrained and stimulated the production of craft beer in the US. The six facets of the production of culture perspective are: law and regulation, industry structure, organizational structure, markets, technology, and occupational careers. These six facets, in concert, allowed the craft beer movement to emerge in the 1970s. In order to demonstrate the effects each facet has on the production of craft beer I employ a content analysis of All About Beer, an industry trade publication that reports on the craft beer culture. Additionally, I analyze the structure of the brewing industry through secondary data regarding technology, production, and industry concentration. In my analysis I demonstrate how the POC explains the production of cultural goods. I also highlight the limitations of the perspective and suggest future avenues of research.