Noëlle Phillips - Böcker

Since the 1970s, the craft brewing industry has grown in popularity. However, with the introduction of the Internet and the consequent globalization of cultures and economies, craft beer marketing has increasingly evoked the medieval past in order to appeal to our collective sense of a lost community, and even a lost purity. This book discusses the desire for the local, the non-corporate, and the pre-modern in the discourse of craft brewing, which has become a form of ideological resistance to corporate capitalism, forming a strong counter-cultural narrative. However, such discourses also reinforce colonial histories of purity and conquest while effacing indigenous voices, and there are troubling intersections between the desire for a medieval past and the desire to preserve the imaginary “whiteness” of that past. Such considerations are particularly relevant now, during a time in which white nationalist groups (many of which turn to a medieval past for inspiration) are increasing in influence and visibility. Moving from beer in the Middle Ages to beer in 2019, this book deploys analysis of literary and historical texts, advertisements, labels, and interviews with craft brewers and writers to argue that craft beer is much more than a delicious drink and a social connector; its marketing, its appeal, and its ubiquitous presence in middle class North America reveals a powerful cultural desire for the past in a world that privileges the present.

Since the 1970s, the craft brewing industry has grown in popularity. However, with the introduction of the Internet and the consequent globalization of cultures and economies, craft beer marketing has increasingly evoked the medieval past in order to appeal to our collective sense of a lost community, and even a lost purity. This book discusses the desire for the local, the non-corporate, and the pre-modern in the discourse of craft brewing, which has become a form of ideological resistance to corporate capitalism, forming a strong counter-cultural narrative. However, such discourses also reinforce colonial histories of purity and conquest while effacing indigenous voices, and there are troubling intersections between the desire for a medieval past and the desire to preserve the imaginary “whiteness” of that past. Such considerations are particularly relevant now, during a time in which white nationalist groups (many of which turn to a medieval past for inspiration) are increasing in influence and visibility. Moving from beer in the Middle Ages to beer in 2019, this book deploys analysis of literary and historical texts, advertisements, labels, and interviews with craft brewers and writers to argue that craft beer is much more than a delicious drink and a social connector; its marketing, its appeal, and its ubiquitous presence in middle class North America reveals a powerful cultural desire for the past in a world that privileges the present.

Essays illuminating how medieval cultures and identities have influenced later authors, texts, and communities.How did medieval literary cultures shape, and how were they shaped by, their received textual traditions? And how have cultures continued to respond to the inherited medieval tradition in later eras? This volume explores these important questions, considering how language and literature mediate the narration of history or culture - especially the culture and identity of Britain.In addressing the overarching concern of the conception of the past in the literatures of medieval Britain, and the later reception of medieval texts, the contributors' essays respond to the diverse areas of medieval studies upon which Professor Echard's work has had significant influence. They address, amongst other subjects, Arthuriana and "Matter of Britain" texts, the literary interrelationships between medieval Wales and England, medieval adaptations and interpretations of texts from classical antiquity, the poet John Gower, and medievalism in later centuries. As Professor Echard has consistently demonstrated in these fields, and as these essays overwhelmingly confirm, the past is rarely, if ever, represented at face value in the cultural products that lay claim to it.

Beer and Brewing in Medieval Culture and Contemporary Medievalism is a cross-cultural analysis of the role that alcohol consumption played in literature, social and cultural history, and gender roles in the Middle Ages.