Um brinde à cultura: análise de elementos identitários e regionais nos perfis do Instagram de Cervejarias Artesanais Brasileiras

Abstract

This research aims to investigate the communication strategies adopted in the Instagram profiles of ten craft breweries registered with the Ministry of Agriculture, Livestock and Supply with regard to representations of regional identity and cultural elements. In the period between January and December 2022, two breweries from each region of the country were followed: North - Amazon Beer (PA) and Cervejaria Boa Vista (RR); Northeast - Caatinga Rocks (AL) and Cervejaria Uçá (SE); Midwest - Cerveja Colombina (GO) and Cervejaria Moagem (MS); Southeast - Búzios Brewery (RJ) and Diamantina Brewery (MG); South - Cervejaria Tupiniquim (RS) and Cerveja Blumenau (SC). The selected sample seeks to understand how craft breweries appropriate the identity of a territory and its regionais aspects, using them in the dissemination strategies of their brands. The qualitative research has Content Analysis as its methodological proposal. Five general categories and five categories related to the cultural element were created to classify and analyze the content of the collected sample, in the interval of one year. Organizational identities and images were also observed through sequences of profiles, highlights and Instagram feed. The study contributes to the theme of beers and communication since it discusses a subject that is still little explored in the area. Starting from a bibliographic review, concepts of identity and culture are explored (HALL, 2012; BARBERO, 1997; ORTIZ, 1994); organizational identity and image (KUNSCH, 2003; BALDISSERA, 2009; ARGENTI, 2014); and social networks (MARTINO, 2014; RECUERO, 2009).