Rights statement: This is the author’s version of a work that was accepted for publication in Discourse, Context and Media. Changes resulting from the publishing process, such as peer review, editing, corrections, structural formatting, and other quality control mechanisms may not be reflected in this document. Changes may have been made to this work since it was submitted for publication. A definitive version was subsequently published in Discourse, Context and Media, 49, 100640, 2022 DOI: 10.1016/j.dcm.2022.100640
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Final published version
Licence: CC BY: Creative Commons Attribution 4.0 International License
Research output: Contribution to Journal/Magazine › Journal article › peer-review
Research output: Contribution to Journal/Magazine › Journal article › peer-review
}
TY - JOUR
T1 - ‘Real men grill vegetables, not dead animals’
T2 - Discourse representations of men in an online vegan community
AU - Brookes, Gavin
AU - Chałupnik, Małgorzata
N1 - This is the author’s version of a work that was accepted for publication in Discourse, Context and Media. Changes resulting from the publishing process, such as peer review, editing, corrections, structural formatting, and other quality control mechanisms may not be reflected in this document. Changes may have been made to this work since it was submitted for publication. A definitive version was subsequently published in Discourse, Context and Media, 49, 100640, 2022 DOI: 10.1016/j.dcm.2022.100640
PY - 2022/10/31
Y1 - 2022/10/31
N2 - This article critically examines discourse representations of men in a large online vegan community. The analysis reveals a set of discourses which provide oppositional representations of vegan and non-vegan men, wherein the former is aligned with hegemonic masculine norms and the latter represented as transgressing or falling short of these norms. We interpret these discourses as providing means for the forum members to resist societal-level discourses which frame veganism and vegan men as feminine or ‘unmanly’, while also performing a social support function of reassuring posters who express concerns about how their veganism may impact how others perceive them and their masculinity. However, we also argue that such discourses can be considered problematic from an ecofeminist perspective, as they orient to and reinforce a hegemonic gender hierarchy which has enabled, and continues to enable, gender oppression, animal exploitation and the broader destruction of the natural world.
AB - This article critically examines discourse representations of men in a large online vegan community. The analysis reveals a set of discourses which provide oppositional representations of vegan and non-vegan men, wherein the former is aligned with hegemonic masculine norms and the latter represented as transgressing or falling short of these norms. We interpret these discourses as providing means for the forum members to resist societal-level discourses which frame veganism and vegan men as feminine or ‘unmanly’, while also performing a social support function of reassuring posters who express concerns about how their veganism may impact how others perceive them and their masculinity. However, we also argue that such discourses can be considered problematic from an ecofeminist perspective, as they orient to and reinforce a hegemonic gender hierarchy which has enabled, and continues to enable, gender oppression, animal exploitation and the broader destruction of the natural world.
KW - Veganism
KW - Gender
KW - Masculinity
KW - Identity
KW - Critical Discourse Analysis
KW - Ecofeminism
U2 - 10.1016/j.dcm.2022.100640
DO - 10.1016/j.dcm.2022.100640
M3 - Journal article
VL - 49
JO - Discourse, Context and Media
JF - Discourse, Context and Media
SN - 2211-6958
M1 - 100640
ER -