For this month’s The Session, Josh from Beer Simple is asking us to ponder whether the Internet has been a help or a hindrance to craft beer.
For the most part attitudes to online interaction have changed significantly from when I was a teen and online activities were only just becoming part of everyday life. Telling someone you’d met a friend/partner online back then would have attracted suspicion and concern for your wellbeing, and online discussion of even the least niche of topics would have you marked as an anti-social nerd. Now, blogging and vlogging is actively seen as a desirable thing to participate in, especially by marketeers.
Their emphasis on individual expression of opinion as ‘authentic’ has created a new way of obtaining cultural capital – maybe your opinion *does* matter – and consequently to participate in these activities and have your ideas acknowledged has become aspirational in itself. The beer community isn’t separate from this – I’ve met people who feel the need to blog in order to have their opinions validated, or to be acknowledged that they are ‘into’ beer. Conversely, I’ve talked to people who devote their time to discussing beer online who have a ‘do you even blog, bro?’ attitude.
Whilst I don’t think that craft beer blogging is subject to the level of falsity of paid-for content that other, less niche interest sites are, the desire to be recognised as knowledgeable coupled with the thrill of being ‘liked’ online can also be seen as compromising to the quality and diversity of beer – e.g ‘Blogger X says this beer is great, and that more Brewers should be doing something similar, and they have loads of followers – should I say the same?’ ‘As a beer lover, all these people are saying this is great, I should probably try it.’ ‘I brewed this IPA and these reviews are creating a buzz for this beer, I’ll make something similar soon, with a twist!’
Sometimes, of course, good beer is good beer, and there are loads of great bloggers, podcasters and vloggers out there who are objective and distinctive. I don’t mean to be critical of anyone on a personal level, especially considering I don’t blog that often – spare time being the main factor but also because I don’t want to be retreading other people’s praise, and neither do I have the guts or desire to criticise other people’s hard work. Being overtly scathing isn’t always necessary, but healthy self-awareness and constructive critical thinking of trends and fads within beer is, even if you don’t write about it overtly. Whenever there is a chorus of praise for something, I also try and think about those who aren’t singing at all.
The internet has given me a plethora of information – on styles, on breweries, on individual beers – as well as the ability to chat and make friends with people I’d never have ended up meeting without it, so I’ve got a lot to be grateful for. But, like most things, sometimes there’s a tendency to get swept along by the positives, to a point where the downsides get overlooked – and sometimes the internet acts solely as a cheerleader for beery causes or ideals, when a degree of detachment would be more appropriate.