Mediatizaciones en ciencia y cerveza. Análisis de audiovisuales y contextos de la industria cervecera y la academia

Abstract

This paper analyses mediatisations related to a linking experience between a brewing corporation, public research institutions in Patagonia Argentina and local craft beer producers for the use of "wild" yeasts between 2016 and 2018. The aim of the article is to understand the production of meaning around these science-based products and their promotion. To this end, it proposes a content analysis of mediatisations from a qualitative perspective that focuses on their content, their sociomaterial and discursive aspects, and takes into account the contexts in which they originated and circulated. This allows us to interpret the narratives and material elements identified in these mediatisations within a particular context, both in the brewing sector and in Argentinean academic research institutions. For the analysis, two audiovisuals were selected and other primary and secondary sources were included. As a result, the integration of elements and logics of scientific production, craft brewing and elements of origin in the company's commercial promotion strategies is evident, as well as the integration of science-literate narratives and a strong emphasis on the relevance of transfer and regionalism in scientific-technological communication and promotion in public institutions.