The Craft (Beer) of Medievalism: Popular Culture, the Middle Ages, and Contemporary Brewing (ICMS Kalamazoo 2017)
CFP 52nd International Congress on Medieval Studies (May 11–14, 2017), Kalamazoo: The Craft (Beer) of Medievalism: Popular Culture, the Middle Ages, and Contemporary Brewing (A Roundtable) According to the Brewers Association, an industry advocacy group, American craft brewing is a rapidly growing $22.3 billion market. As a visit to any store specializing in small-scale beer will affirm, medieval imagery and ideas are frequently invoked in the marketing and conceptions of such beer. This roundtable will explore the multi-faceted intersection of medievalism and the craft beer movement. Short papers may focus on claims to authenticity, heritage, and craftsmanship; the links among craft beer, medievalism, and specific discourses of national or ethnic identity; the use of medieval imagery in labeling and package design; the invocation of the Middle Ages in advertising and special events like beer festivals; or the place of historical recreation and reenactment in craft brewing. We expect panelists will approach the topic through the broad frame of medievalism in popular culture, as explored in recent works like David Matthew’s Medievalism: A Critical History and Louise D’Arcens Comic Medievalism: Laughing at the Middle Ages. By taking up the topic of craft beer, this roundtable specifically seeks to situate medievalism in a discourse of consumption that falls somewhere between passive spectatorship and more active modes of historical reenactment, and thus to make a new contribution to the study of medievalism in contemporary culture. Questions, queries, and 200-word abstracts to Megan Cook at email@example.com by September 15.