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

Author

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  • Mary Sanford

    (University of Oxford)

  • Jamie Lorimer

    (University of Oxford)

Abstract

Social media platforms have become critical venues for a wide spectrum of influence campaigns, from activism to advertising. Sometimes these two ends overlap and it remains unknown how the latter might impact the former. Situated within contemporary scholarship on vegan activism, this work examines corporate involvement with the Veganuary 2019 campaign on Twitter, as well as the antagonistic backlash it received. We find that the activists and commercial entities engage mostly separate audiences, suggesting that commercial campaigns do little to drive interactions with Veganuary activism. We also discover strong threads of antagonism reflecting the “culture wars" surrounding discussions of veganism and climate-diet science. These findings inform our understanding of the challenges facing climate-diet discourses on social media and motivate further research into the role of commercial agents in online activism.

Suggested Citation

  • Mary Sanford & Jamie Lorimer, 2022. "Veganuary and the vegan sausage (t)rolls: conflict and commercial engagement in online climate-diet discourse," Palgrave Communications, Palgrave Macmillan, vol. 9(1), pages 1-13, December.
    • Handle: RePEc:pal:palcom:v:9:y:2022:i:1:d:10.1057_s41599-022-01464-2
    DOI: 10.1057/s41599-022-01464-2
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    References listed on IDEAS

    as
    1. Mary Sanford & James Painter & Taha Yasseri & Jamie Lorimer, 2021. "Controversy around climate change reports: a case study of Twitter responses to the 2019 IPCC report on land," Climatic Change, Springer, vol. 167(3), pages 1-25, August.
    2. Nathan Clay & Alexandra E. Sexton & Tara Garnett & Jamie Lorimer, 2020. "Palatable disruption: the politics of plant milk," Agriculture and Human Values, Springer;The Agriculture, Food, & Human Values Society (AFHVS), vol. 37(4), pages 945-962, December.
    3. Nicklas Neuman, 2020. "Social Conventions and Boundary Work in an Online Q&A: The Example of Vegetarianism and Veganism," Sociological Research Online, , vol. 25(4), pages 609-625, December.
    4. Fabio Saracco & Mika J. Straka & Riccardo Di Clemente & Andrea Gabrielli & Guido Caldarelli & Tiziano Squartini, 2016. "Inferring monopartite projections of bipartite networks: an entropy-based approach," Papers 1607.02481, arXiv.org, revised May 2017.
    5. Fabio Saracco & Riccardo Di Clemente & Andrea Gabrielli & Tiziano Squartini, 2015. "Randomizing bipartite networks: the case of the World Trade Web," Papers 1503.05098, arXiv.org, revised Jun 2015.
    6. Carolina Becatti & Guido Caldarelli & Renaud Lambiotte & Fabio Saracco, 2019. "Extracting significant signal of news consumption from social networks: the case of Twitter in Italian political elections," Palgrave Communications, Palgrave Macmillan, vol. 5(1), pages 1-16, December.
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