Neolocal but global? A cross-cultural insight into the neolocal discourse of craft beer industry

Abstract

Neolocalism, a movement that shifted the focus from the global to the local sense of place is highly illustrated by local food industry, particularly craft beer industry. Researchers have identified neolocal discourse indicators in terms of branding, environmental sustainability and community engagement. In this paper I look at the neolocal discourse of three craft breweries from Romania, France and United States of America as mirrored in the most active and interactive communication environment, the social media. My aim is to investigate the extent to which national cultures impact the neolocal discourse. I place the research within a cross-cultural framework in light of the cultural dimensions framed by Hofstede, and I carry out semiotic analysis of images and texts posted on the Facebook pages of three craft breweries, Mustață de bere, Romania, Deck & Donohue, France, and Bell’s Brewery, United States of America.