It’s not (just) about the f-ckin’ animals

Abstract

This chapter examines how the discourses surrounding veganism, and the public perceptions of those who follow vegan diets, are changing. It will argue that entertainment has played a central role in the growth of this dietary and culinary culture, has catalysed a significant shift in in the public perceptions of veganism, and fostered a heightened awareness of the broader implications of those dietary choices. Popular documentaries such as Cowspiracy, Forks Over Knives, and What the Health have catalysed attention to both the environmental and health benefits of vegan diets, and moved the focus away from the more traditional animal cruelty arguments, on which those aforementioned negative connotations were largely formed. Meanwhile, media producers and personalities like Rich Roll have also helped popularise plant-based diets in recent years, and helped to re-define the links between meat and masculinity. This chapter argues that this ‘vegan sphere’ requires further analysis to understand how it might be expanded and further popularised to facilitate continued bottom-up cultural change for positive environmental and public health outcomes.