Abstract
This project explores the written and rhetorical conventions characteristic of the writing done by Etsy shop owners on Etsy.com, an online space that benefits from the blended values of new capitalism and craft culture. This discourse community has grown in number of active participants tremendously over the last few years, but the research surrounding the writing in this space is still limited. Based on an analysis of the text from 29 Etsy shops, this project examines the key rhetorical conventions and trends present. By categorizing these conventions, this project aims to provide a starting point for educators and researchers to engage further with this evolving online professional space and to explore what the present trends may reflect about current culture as technology continues to advance.