Environmental Studies and Forestry

Veganuary and the vegan sausage (t)rolls: conflict and commercial engagement in online climate-diet discourse

M. Sanford and J. Lorimer

This paper, conducted by Mary Sanford and Jamie Lorimer, explores the interaction between corporate entities and the Veganuary 2019 campaign on Twitter, revealing a lack of engagement between commercial campaigns and activist audiences amidst a backdrop of strong cultural tension surrounding veganism. Discover the complexities of climate-diet discussions in the realm of social media.

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Playback language: English

Index

Abstract

This paper examines corporate involvement with the Veganuary 2019 campaign on Twitter and the resulting backlash. The authors find that activists and commercial entities engage mostly separate audiences, suggesting commercial campaigns do little to drive interactions with Veganuary activism. Strong antagonism is also observed, reflecting "culture wars" surrounding veganism and climate-diet science. The findings highlight challenges facing climate-diet discourses on social media and the role of commercial agents in online activism.

Publisher

Humanities & Social Sciences Communications

Published On

Dec 19, 2022

Authors

Mary Sanford, Jamie Lorimer

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