This site explores the ways that Vermont Life magazine, which was published between 1946 and 2018, portrays craftsmanship in relation to Vermont. Craftsmanship and Vermont have deep historical ties — through an analysis of Vermont craftsmanship we can explore the broader question of how the magazine creates an imagined community of Vermont. Vermont Life, as a state owned publication, gives insight into how Vermont officials prefer to portray the state to wider audiences.

While there are numerous topics to explore concerning the Vermont craftsman identity, this site focuses on two main themes: Vermont craftsmanship as a “brand,” which is leveraged both by the state and by craftsman alike, and the ways that gender factors into portrayals of craftspeople.

We present this analysis through a pair of video podcasts. Although each video stands independently, when listened to in succession, they paint a broad picture about what it means to be “Crafted in Vermont.”  

Continue to The Vermont Brand