Enchantment Through Authenticity: The Use of Rhetorical History to Project Images of Craft

Abstract

Not all organizations project an image of their identity to stakeholder audiences that meets the expectations for rational management or corporate business forms. Craft organizations tend cultivate images that express an enchanted ethos of dedication to skill, creativity and community. Such images are often constructed in reference to historical materials that can be strategically used to claim the craft firm’s authenticity in the present. We argue and examine evidence that craft organizations draw on pieces from the past as a way to demonstrate their authenticity and adherence to a craft ethos. We analyze the websites of craft breweries from 4 Canadian provinces and find that most breweries narrate craft as an under-specified concept. They used the generic craft label in conjunction with a variety of historical themes as a way of enchanting their images in reference to current organizational context or interests.