Brewing Identities: Globalisation, Guinness and the Production of Irishness by Brenda Murphy (review)

Brewing Identities: Globalisation, Guinness and the Production of Irishness by Brenda Murphy... will surely encourage scholars with "nicely polished looking glasses" to further scrutinize the relationship between the British Empire's cartographic project and Ireland's modernist literary projects. VIVIAN VALVANO LYNCH Brenda Murphy. Brewing Identities: Globalisation, Guinness and the Production of Irishness, by Brenda Murphy, pp. 205. New York: Peter Lang, 2015. $40.95. Everyone knows the Irish love Guinness. This brand of stout, produced by the British multinational, Diageo, has become something of a national icon, a ubiquitous signifier of Irishness around the world. Brenda Murphy's Brewing Identities aims to strip away the mystique that has grown up around what is, underneath several carefully constructed layers of advertising-generated hype, just a mere capitalist commodity. Adapted from her dissertation at Goldsmith's College, London, Murphy's book locates her analysis in a sophisticated mix of semiotics, sociology, anthropology, and cultural studies. The entirety of the text is structured according to a "Circuit of Culture," a conceptual model Murphy borrows from the historian Richard Johnson that allows her to examine Guinness in terms of "Everyday Life," "Production," "Text," "Reading," and finally, back to "Everyday Life" again. Gender, national identity, diasporas, and questions of inclusion and exclusion recur throughout. Beginning with "Everyday Life," Murphy addresses the http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png New Hibernia Review Center for Irish Studies at the University of St. Thomas

Brewing Identities: Globalisation, Guinness and the Production of Irishness by Brenda Murphy (review)

New Hibernia Review, Volume 20 (4) – Feb 5, 2016

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Publisher
Center for Irish Studies at the University of St. Thomas
Copyright
Copyright © 2008 The University of St. Thomas.
ISSN
1534-5815
Publisher site
See Article on Publisher Site

Abstract

will surely encourage scholars with "nicely polished looking glasses" to further scrutinize the relationship between the British Empire's cartographic project and Ireland's modernist literary projects. VIVIAN VALVANO LYNCH Brenda Murphy. Brewing Identities: Globalisation, Guinness and the Production of Irishness, by Brenda Murphy, pp. 205. New York: Peter Lang, 2015. $40.95. Everyone knows the Irish love Guinness. This brand of stout, produced by the British multinational, Diageo, has become something of a national icon, a ubiquitous signifier of Irishness around the world. Brenda Murphy's Brewing Identities aims to strip away the mystique that has grown up around what is, underneath several carefully constructed layers of advertising-generated hype, just a mere capitalist commodity. Adapted from her dissertation at Goldsmith's College, London, Murphy's book locates her analysis in a sophisticated mix of semiotics, sociology, anthropology, and cultural studies. The entirety of the text is structured according to a "Circuit of Culture," a conceptual model Murphy borrows from the historian Richard Johnson that allows her to examine Guinness in terms of "Everyday Life," "Production," "Text," "Reading," and finally, back to "Everyday Life" again. Gender, national identity, diasporas, and questions of inclusion and exclusion recur throughout. Beginning with "Everyday Life," Murphy addresses the

Journal

New Hibernia ReviewCenter for Irish Studies at the University of St. Thomas

Published: Feb 5, 2016

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