Aimee Rossi Report

What is Craft Beer?

Craft beer has been around for many decades but recently has gained popularity among American culture. As of 2017, there are 6,372 craft breweries in the United States and that number is only expected to grow. There is no true definition of what craft beer is, but the difference between craft beer and light beers is that craft beer is made in a non-mechanized way by a small brewery.

Craft Beer in the United States:

During prohibition over 800 breweries stopped brewing beer. Between 1932 and 1982 there were about 700 breweries in the United States but then that cut down to about 50. During this time there was not a lot of demand for locally made beer which is why so many breweries closed. However, in the late 1970s things started to change when microbreweries came to the craft beer scene. Homebrewers started to make the beer styles they could no longer buy due to the loss during prohibition. These homebrewers started their own small breweries and these were the first to open since 1932. Beer drinkers started to enjoy these new styles and that is what started the craft brewing industry.

As of 2018, there are over 100 different beer styles and over 20,000 brands to choose from. Small and independent craft brewers have created more than 456,000 full-time jobs and impacted the economy by bringing in $67.8 billion in 2016. These breweries are significant small businesses in communities throughout the U.S and they typically employ anywhere between ten and fifty employees.

Farm Brewery License:

Governor Andrew Cuomo passed the Farm Brewing Law in 2012 and was put into effect on January 1, 2013. This law was specifically designed to increase the demand for local products which would then increase the economy and create new businesses in the brewing industry.

With the new law in effect, the only way to obtain a Farm Brewery License in New York State is to have the beer be made from locally grown farm products. The beer that brewers are producing until the end of 2018 must have 20% of their hops or 20% of other farm ingredients be grown in NYS.

Starting in January 2019 until December 2023, no less than 60% of the hops and 60% of other farm ingredients must be grown in NYS.

From January 1, 2024, no less than 90% of the hops and other farm ingredients must be grown in NYS.

Craft Beer in New York State:

New York State is home to over 400 breweries. Governor Andrew Cuomo hosted New York’s first Wine, Beer & Spirits summit in 2012 to promote small and local businesses throughout all of New York State.

As New York continues with a growth of craft beer, this brings innovation, tourism, and entrepreneurship to our state. This industry is creating new jobs, helping local farms, and reviving the rural areas of the state. Brewers are able to produce their beer in once abandoned buildings and they also highlight an eclectic downtown scene throughout the state.

Capital Region Breweries:

After launching the Farm Brewing Law, the beer industry began to thrive in New York’s Capital Region. According to the Center for Economic Growth, throughout the 8 counties in the capital region, there are 59 breweries and distilleries!

 

Capital 20.20 is the Capital Region’s five-year economic development plan listed that agriculture, food, and tourism are industries that will bring advancements to the rural areas in this region. There are certain breweries that are being awarded money by the state to renovate their buildings and add upgrades to attract more people to the area.

Social Media & Craft Beer:

Social Media is turning into an inevitable part of our lives. With so much our of time being spent online, social media is a great way for craft brewers to promote their breweries. This is a cost-effective way to reach a wider audience and make impressions. Facebook, Twitter, and Instagram are popular social media platforms where breweries can talk to their audiences and be able to promote upcoming events and new beers. These platforms are great ways to reach to loyal customers and also to gain new customers.

Untappd is a free app that allows you to socially share which beer you are currently drinking and where you are drinking it. Untappd users can leave ratings and reviews of the beers they are drinking, and can also earn badges with each new beer they “check in”.  Untappd gives users the ability to find nearby craft breweries and bars and you are able to see what your friends are drinking and also what beers are trending around you.

As a brewery, this gives you the ability to see the reviews, photos, and ratings that people have posted. This way you can receive direct feedback from craft beer fans which is helpful to keep in mind when brewing a new batch.

The Future of Craft Beer:

Due to the support for local businesses, there are about 1.9 new breweries opening a day in the United States. There is a growing number of craft beer fans which leads to the invention of different styles and flavors of beer.

As the demand for craft breweries grow, production continues to stay local and allows for these breweries to become the go-to spot that serves great homemade beer.

 

Amanda Collins started teaching at Liverpool High School in September 2007. She teaches electives of Child Development 1 and 2 as well as Teen Issues. In the past, she has been the advisor of Key Club and Step Crew.

A typical school day goes from 7:35am-2:15pm. Every morning Amanda starts her day with a planning period. During this time she creates and updates lesson plans, helps students with work and has them makeup tests, communicate with parents and staff, grade work and prepares for upcoming lessons.

 

To keep her students engaged in the lessons they have the option to control the PowerPoint slides while other students read it aloud to the class for participation credit.

In Child Development 1 students are learning basic sign language that infants can understand.

 

As class comes to an end, students are able to read aloud classwork answers for extra credit points.

For a journalist, it can be hard to write a caption for a photo. Often at times, the caption ends up being an obvious explanation of the image. Intersemiotic redundancies and intersemiotic repetition are captions that restate what is happening in the photo without further explanation.

Far too many times we see this throughout photojournalism today. It is important that journalist use intersemiotic expansion as a technique when writing photo captions. Intersemiotic expansion allows for the obvious meanings in photos to speak for themselves, this way the caption can focus on something from that story that is not evident from the photo.

 

Intersemiotic Expansion Caption: Ian Petrella from A Christmas Story kicks off Syracuse’s 32nd annual Christmas Tree Lighting in Clinton Square Friday November 23rd, 2018.

 

Intersemiotic Expansion Caption: There were no injuries reported after man accidentally slammed into someones home Sunday, November 25th.

 

 

Intersemiotic Expansion Caption: Robert Starcher fills a seat in the Medina City Council, taking over Laura Parnell Cavey’s spot due to her moving out of the community.

 

 

 

 

 

 

 

Intersemitoic Expansion Caption: A Black Friday brawl lead to two men in their 20s getting stabbed inside Macy’s at 4:15pm.

Two Buttons Deep is an entertainment and news website based out of Upstate New York. Their website posts original content that other news outlets would not consider “newsworthy” stories.

Two Buttons Deep posted an article about National Beer Day this past September which included a photo of a beer selection in a grocery store.

After running this uncredited photo through Tineye.com, it appears that the photo is originally from a Shutterstock photo collection.

Not only did Two Buttons Deep not give credit to Shutterstock for using their photo, but the photo also does not even come from an Upstate New York grocery store. Shutterstock took the photo in a Houston grocery store back in 2016.

Two Buttons Deep was sloppy with their journalism. Having a majority of their articles related to Upstate New York, they could have taken their own photo of a grocery store that has a craft beer selection such as Wegmans or Market 32.

The photo Two Buttons Deep used on their website is misleading to their audience because some grocery stores may not even carry those brands of beers, especially if the photo dates all the way back to 2016.

Upstate New York is very popular with craft beer and microbreweries so they could have supported local businesses by going out and taking photos of breweries in the area such as Druthers or Fort Orange Brewery.

Contextual misrepresentation is happening more often as our world becomes further digitalized. Without crediting photos it makes the reporting look sloppy and unprofessional, and it also further spreads the idea of “fake news”.

Creating a brand concept:

The Morning Mess with Marty and Shannon is a morning radio talk show that airs live from 5:30am-10: 00 am on weekdays. 95x is owned by Cumulus Media and is locally broadcasted in Syracuse, NY.

“Our brand concept was based on how we are as people. A Mess! Our show holds nothing back. We share everything with our listeners. Family, Crazy things that happen in our lives, embarrassing moments in our life. etc. We named the show the Morning Mess because our listeners know that we truly are a mess!,” said Marty.

While hosting a daily talk show it is important that you follow a theme that keeps their listeners interested and to bring in new listeners. Marty and Shannon made their theme something that is relatable but somewhat risqué which add personality and entertainment to their show. Every day there is something new to talk about and they are not afraid to hold anything back which keeps their listeners engaged.

 

Responsibilities of Hosting a Radio Show:

There is more work put into being a radio host than most people think. Although the show airs from 5:30am-10: 00 am, a lot of preparation goes into that before and after the show. As social media continues to become a part of all of our lives, the show needs to find a way to stay connected to their audience even when they are off the air!

“Outside of that, we update social media all day! We also have the responsibility of voicing commercials, known in the radio world as production. We also attend a promotions meeting weekly. Approximately 30,000 people listen to the Morning Mess during their workday commute so we brainstorm new promotions and ideas for the show. We also work with 4 or 5 non-profit organizations in Syracuse to help people in our community. And lastly, we are out all the time doing live remotes such as shaking hands, holding babies, taking photos, etc,” said Shannon.

Not everyone has social media, but Marty and Shannon try to keep their listeners updated throughout three different social media platforms. Twitter, Instagram, and Facebook are popular social media websites where nowadays, most people have at least one online profile. Through these social media sites, you’re able to be in contact and stay updated with the Morning Mess. Due to the fact that the show runs from 5:30am-10:00 am they are not able to spend as much time talking about certain topics or even talk about them at all, so their social media pages are a good way to receive new content through out the day.

Promotions and Publicity:

To keep the Morning Mess active within the community, Marty and Shannon are always out around the Syracuse area. Whether it be at grand openings of new businesses or at the mall they will be there to help bring in customers and to keep promoting their station.

“We are constantly doing promotions. From live broadcasting to working a coat drive so kids can keep warm in the city schools, to Turkey tosses, to delivering free lunch to offices for the office party winners. Promotions in radio never stop!,” said Marty.

There is a lot that goes into creating a radio show that the listeners do not know about. Radio is becoming less involved in peoples lives due to other advanced technologies taking over. To keep the radio alive it is important to have content on there where you won’t be able to find anywhere else and The Morning Mess does exactly that.

As we run, we become.

In today’s society, our culture is trying to make a shift towards fitness because of the rising levels of obesity in America. Running is a great form of exercise that helps our bodies stay in shape. Not only does running help us physically, but it also benefits us mentally and emotionally.

Although running can be a bit of a challenge for some people, once you push yourself to get through it, the benefits that come afterward are undeniably rewarding. If you start running regularly this will help the body maintain and lose weight. After you run at a fast pace your body is still burning calories even though you are not physically exercising.

 Health Benefits:

For women, running can also lower the risk of breast cancer and reduce the risks of having a stroke. The arteries retain elasticity once you run routinely, and this strengthens your heart which decreases the chances of having a heart attack.

Your overall health greatly increases once you start to run. Levels of good cholesterol get released while you are running, and it also increases lung function and use. Your immune system becomes stronger and can prevent your chances of getting blood clots according to Livestrong.

Oregon State University researchers have discovered that our blood vessels lose their elasticity as we age, but once you start running this will help the arteries gain elasticity back.

There are many physical benefits we obtain from running but, running can also increase a person’s confidence which leads to running benefiting us emotionally.

Building Confidence:

Setting and achieving goals makes a person feel good about themselves and with that rewarding feeling, we will keep making new goals and accomplishing them. When we meet our goals, we feel empowered which eventually leads us feeling happier about ourselves.

Running can also make someone more goal-oriented. When we run we have personal records, and the more we run the more we want to be better than our last time. Trying to beat a personal record takes time and dedication and it is not something that can be achieved overnight. Once we accomplish something that we worked hard for we feel self-pride which makes us happy.

According to Competitor Running, running can help reduce anxiety and depression. Studies have shown that even a small amount of physical exercise lowers the symptoms of depression. Running has been proven to have the same effects on your mind as a therapy session would.

When we run our bodies release a chemical called dopamine. Dopamine is a neurotransmitter in the brain that is responsible for making us feel happy. Studies have shown that over time our levels of dopamine begin to decrease, so a solution to prevent that from happening is running!

Regularly exercising can lower our stress levels in the long run. When we exercise we are inducing a low-level stress on our bodies which leads to hormonal changes. Our bodies learn how to maintain and handle that stress we put on ourselves therefore, when we deal with the daily stresses of life, we learn to manage that better.

Getting Motivated:

Trying to find the ambition to run can be hard for some people. Group exercising clubs can be a good way to get into the habit of running. Not only are you running with other people from different age groups, but you are also on a set schedule of when to run so you are able to fit in running on your own time.

Fleet Feet Sports are locally owned stores with multiple locations throughout the United States since 1976. Not only does this store sell running gear such as apparel, shoes, and accessories for both men and women, you can also sign up to be a part of their running club!

Fleet Feet Sports objective is helping you accomplish your goals of running. Not only are the workers at Fleet Feet trained to help you find the right running shoes, shirts, socks, and insoles, they are also there to help motivate you to advance your running capabilities. They offer health and nutrition clinics for those who are interested. There is also an injury clinics to give advice and tips on how to prevent injuries and how to heal current running injuries.

A New Lifestyle:

Once you join a running club that best suits you, you and your group will be assigned running homework for practice. The group’s mentor will send a daily email for a workout and this also includes an outside location for a practice run. These practice runs can be located on paved roads or on natural trails in the woods.

The Running Club at Fleet Feet is defined not by how fast or how far a person can run, but by the passion and enthusiasm, each of the runners shows when they are together.

Fleet Feet offers programs for all levels of running with a mentor in each program to keep you motivated and cheer you on to help you reach your capabilities. There is no age limit or discrimination of who can join or which running group you belong to. Everyone is welcome to join the running club at any time.

The bonds you form with other people through running not only inform you, but it also motivates you to become a better runner. Running club friendships cultivate team spirit, so if one day you are having a bad run during a race or practice your friends are there to guide you through.

Scientific data has proven that running benefits our bodies physically, emotionally and mentally. Finding the motivation to start regularly exercising can be hard, but with group running clubs such as Fleet Feet, you’re able to find the motivation without feeling like you do not fit in.