Masculinity, veganism and discursive struggle on Twitter

BROOKES, GAVIN; CHALUPNIK, MALGORZATA

Abstract

This chapter examines gendered discourses surrounding veganism and masculinity on Twitter. Analysing 1,200 collected tweets over three months, the analysis identifies five recurring, inter-connected areas of discursive struggle: hormones; sex drive, virility and sexual attractiveness; physicality; emotional strength; and authenticity. Users of Twitter variously reproduce, negotiate and contest hegemonic norms in relation to veganism. On one side of the struggle, users seek to delegitimate the masculinity of vegan men, while on the other side users seek to place vegan men at the top of the gender order hierarchy. Understanding and critically engaging with such discourses is argued to be vital for breaking down limiting definitions of masculinity and fostering a more inclusive society. The findings reported might also be of interest to animal rights advocates and vegan organizations seeking to better understand the dynamics of (social media) debates around men and veganism.

Citation

BROOKES, G., & CHALUPNIK, M. Masculinity, veganism and discursive struggle on Twitter. In Discourses of Digital Masculinities. Oxford University Press (OUP)

• Deposit Date: May 13, 2024
• Publisher: Oxford University Press (OUP)
• Book Title: Discourses of Digital Masculinities
• Public URL: https://nottingham-repository.worktribe.com/output/34853765
• Contract Date: Feb 23, 2024