Narrativas de artesanía y autenticidad en la formación del mercado de la cerveza artesanal en Brasil
DOI:
https://doi.org/10.21669/tomo.v42.17720Palabras clave:
Artesanía, Autenticidad, Cerveza artesanal, Narraciones, MercadoResumen
El crecimiento del mercado de la cerveza artesanal conlleva una serie de atractivos para los productores y los consumidores, entre los que destacan el alto grado de autonomía, la pasión y el trabajo por afición en las pequeñas empresas, donde los cerveceros utilizan el “conocimiento intuitivo”, así como la flexibilidad de tiempo para elaborar cervezas artesanales. Como productos artesanales, las cervezas artesanales se han asociado con marcadores de identidad y nociones de “autenticidad”, con una serie de atributos económicos y culturales. El estudio utiliza entrevistas en profundidad, observación participante en visitas a cervecerías y participación en festivales y seguimiento de publicaciones en redes sociales. En el artículo, exploramos cómo las narrativas de los microcerveceros brasileños sobre la artesanía y la autenticidad se utilizan como dispositivos de mercado para legitimar sus productos, ganando reconocimiento dentro del mercado y construyendo relaciones de consumo en el contexto del nuevo espíritu del capitalismo. Las estrategias narrativas no sólo “enriquecen” el producto, sino que animan a los individuos a localizar el placer a través del trabajo y a percibir el valor en términos de identidad y estilo de vida, más que en términos monetarios.
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