Communicating Veganism: Evolving Theoretical Challenges to Mainstreaming Ideas

Noah J. Wescombe


Veganism, as both a philosophy and social movement, faces numerous challenges to the communication of its ideas across society. As a unique modern counterculture, it stands in contravention of prevailing anthropological discourses that dominate conceptual frameworks. This has led to difficulty in constructing updated virtue epistemologies that result in veganism as a logical moral conclusion. It is clear that new social discourses need developing, and that this is a primary concern for affirming moral agency. To explain this and identify key issues and features, vegan communications are evaluated herein from a philosophical, psychological, and informational perspective, with a view of both historical and modern social contexts. In doing so, a number of novel theoretical reflections are offered. This is done through a discussion separated into four sections dealing first with a view of veganism in evolution, secondly with the social complexity of media trends and social positioning, thirdly with achieving constructive dialogue given present-day challenges, and finally with a discussion of modern information systems. Overall, this broad systems view of veganism in society leads to the conclusion that an up-to-date vegan communication theory must necessarily incorporate such diversity considerations, and must also generate a new discourse that is in line with the complex nature of social dynamics and individual development. Done prudently, this could propel vegan ideas further into the mainstream of conversation and consciousness, fostering a new paradigm for consumption.

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Studies in Media and Communication      ISSN 2325-8071 (Print)   ISSN 2325-808X (Online)

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