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

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...

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Detalles Bibliográficos
Autores principales: Sanford, Mary, Lorimer, Jamie
Formato: Online Artículo Texto
Lenguaje:English
Publicado: Palgrave Macmillan UK 2022
Materias:
Acceso en línea:https://www.ncbi.nlm.nih.gov/pmc/articles/PMC9761638/
https://www.ncbi.nlm.nih.gov/pubmed/36568509
http://dx.doi.org/10.1057/s41599-022-01464-2
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author Sanford, Mary
Lorimer, Jamie
author_facet Sanford, Mary
Lorimer, Jamie
author_sort Sanford, Mary
collection PubMed
description 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.
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spelling pubmed-97616382022-12-19 Veganuary and the vegan sausage (t)rolls: conflict and commercial engagement in online climate-diet discourse Sanford, Mary Lorimer, Jamie Humanit Soc Sci Commun Article 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. Palgrave Macmillan UK 2022-12-19 2022 /pmc/articles/PMC9761638/ /pubmed/36568509 http://dx.doi.org/10.1057/s41599-022-01464-2 Text en © The Author(s) 2022 https://creativecommons.org/licenses/by/4.0/Open Access This article is licensed under a Creative Commons Attribution 4.0 International License, which permits use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license, and indicate if changes were made. The images or other third party material in this article are included in the article’s Creative Commons license, unless indicated otherwise in a credit line to the material. If material is not included in the article’s Creative Commons license and your intended use is not permitted by statutory regulation or exceeds the permitted use, you will need to obtain permission directly from the copyright holder. To view a copy of this license, visit http://creativecommons.org/licenses/by/4.0/ (https://creativecommons.org/licenses/by/4.0/) .
spellingShingle Article
Sanford, Mary
Lorimer, Jamie
Veganuary and the vegan sausage (t)rolls: conflict and commercial engagement in online climate-diet discourse
title Veganuary and the vegan sausage (t)rolls: conflict and commercial engagement in online climate-diet discourse
title_full Veganuary and the vegan sausage (t)rolls: conflict and commercial engagement in online climate-diet discourse
title_fullStr Veganuary and the vegan sausage (t)rolls: conflict and commercial engagement in online climate-diet discourse
title_full_unstemmed Veganuary and the vegan sausage (t)rolls: conflict and commercial engagement in online climate-diet discourse
title_short Veganuary and the vegan sausage (t)rolls: conflict and commercial engagement in online climate-diet discourse
title_sort veganuary and the vegan sausage (t)rolls: conflict and commercial engagement in online climate-diet discourse
topic Article
url https://www.ncbi.nlm.nih.gov/pmc/articles/PMC9761638/
https://www.ncbi.nlm.nih.gov/pubmed/36568509
http://dx.doi.org/10.1057/s41599-022-01464-2
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