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Friday, October 11 • 3:40pm - 5:30pm
(B2) Konnelly: Brutoglossia: democracy, authenticity, and the enregisterment of connoisseurship in ‘craft beer talk’

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Brutoglossia: democracy, authenticity, and the enregisterment of connoisseurship in ‘craft beer talk’

Building on Silverstein’s (2003) oinoglossia (wine talk), this paper proposes a closely related genre: brutoglossia, (craft) beer talk. Drawing on a corpus of craft beer and brewery descriptions from Toronto, Canada, I argue that the appropriation of wine terminology and tasting practices (re)configures beer brewers and drinkers as ‘elite’ and ‘classy.’ In addition to its ubiquitous presence in this relatively novel context, the ‘specialist’ lexical and morphosyntactic components of wine discourse (such as that used in sensory and gustatory descriptions) provide the higher order of indexicality through which the more emergent technical beer terminology is to be interpreted. This intertextuality oinoglossia and brutoglossia is transformative. Once the quintessential blue-collar beverage, the ‘craft beer revolution’ newly enregisters beer as a material symbol of white, upper-middle class experience. Taken together, the descriptions can be read as fields of indexicalities, mapping linguistic and semiotic variables associated with a particular social object: beer.

Speakers
LK

Lex Konnelly

University of Toronto


Friday October 11, 2019 3:40pm - 5:30pm
EMU Ballroom


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