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Selling White Masculinity: An Analysis Of Cultural Intermediaries In The Craft Beverage Industry, Erik Tyler Withers

USF Tampa Graduate Theses and Dissertations

The purpose of this study is to use the craft beverage industry as a case study in which to investigate how white masculinity is reproduced within consumer spaces. This study explores the roles that cultural intermediaries in the craft beverage industry play in the reproduction and contestation of white masculinity. Cultural intermediaries can be understood as tastemakers who play a large role in assigning value and legitimacy to products, practices and people within consumer industries. Intermediaries such as marketing and advertising firms, industry writers, and critics have been widely studied in the past. However, the day to day interactional work …