ABSTRACT
Chapter 6 begins by looking at the ways digital media has transformed social space. The chapter starts with a story about Philly Beer Week and how central Twitter is to this event. Philly Beer Week is an affinity spaces that is stitched together with various media. The chapter looks to Lefebvre's ideas on social space as well as Boellstorff's idea of the gap between the virtual and the actual and how that is central to social imagination in general. The chapter then goes on to look at the interrelationship among production, distribution, and consumption in the craft beer world. Each aspect of craft beer has depended on the internet, social media, and digital media. The chapter discusses sites such as Beer Advocate and how they have been important for all aspects of craft beer. Finally, the chapter looks at the ideas of prosumption and aspirational labor to talk about how particularly production and consumption have become interwoven and it is no longer possible to see them as separate realms.
