Beer Culture — Special Topic
In 2017, the National PCA/ACA Conference visits San Diego, the Capital of Craft and home to pioneering and nationally-renowned beer producers such as AleSmith, Ballast Point, Green Flash, The Lost Abbey, Pizza Port, White Labs, and Stone Brewing. In the fourth year of this topic’s inclusion at the conference, gathering in a city with one of the densest concentrations of breweries in the United States offers our quickly-growing group a unique opportunity to examine and experience beer culture together on an exceptional level.
No longer a fringe movement, the craft beer revolution continually challenges and changes cultural and economic expectations about beer’s consumers, producers, social image and rituals, and even its very definition. In recent years, craft’s rapid market share growth and premium pricing in the United States have lead to the global acquisition of local and regional breweries by the world’s largest corporate brewers who simultaneously seek to develop their own more artisanal beer brands to compete with craft labels both here and abroad. In 2016, the academy’s newfound enthusiasm for beer culture as a recognized area of study is evident the Smithsonian Institution’s establishment of its first-ever Beer Historian/Scholar position charged to research, collect, and document beer culture as part of its new American Brewing History Initiative.
Beer culture is a nascent, dynamic, and interdisciplinary field of study that can be approached from multiple academic and creative directions. This quickly-expanding special topic area explores issues of authenticity, place, history, identity, gender, race, class, the maker movement, the job market, visual design, rhetoric, social media, law and ethics, business and entrepreneurship, marketing, and community. In 2017, we particularly encourage the submission of papers dealing with race, ethnicity, and queerness in craft beer, corporate macrobreweries, homebrewing, global beer culture, and intersections with food culture.
Proposalsare requested for papers and panels that identify and discuss any aspects of beer, its producers, its consumers, the communities and identities it inspires and maintains, and/or its social, cultural, historical, and economic impact. Please direct questions to:
To submit your panel or presentation, go to http://ncp.pcaaca.org and follow the instructions for creating an account and making your submission. ALL submissions must be made through the conference submission site. For individual papers, please submit a title and 100-word abstract. For themed paper sessions, each presenter must enter her/his own presentation and the chair should contact Dr. Sugar to assemble them into a panel. You should also contact Dr. Sugar for help in submitting roundtable discussions. The deadline for all submissions is October 1, 2016.
Annie Sugar, PhD
Instructor, Media & Communication Studies
Johnson & Wales University, Denver