The following literature review is part of a series for World Vegan Month. Other essays can be accessed by visiting the essays catalog.
Cole, M. and K. Morgan. 2011. “Veganphobia: Derogatory Discourses of Veganism and the Reproduction of Speciesism in UK National Newspapers.” The British Journal of Sociology 62 (1): 134-153.
This paper critically examines discourses of veganism in UK national newspapers in 2007. In setting parameters for what can and cannot easily be discussed, dominant discourses also help frame understanding. Discourses relating to veganism are therefore presented as contravening commonsense, because they fall outside readily understood meat-eating discourses. Newspapers tend to discredit veganism through ridicule, or as being difficult or impossible to maintain in practice.Vegans are variously stereotyped as ascetics, faddists, sentimentalists, or in some cases, hostile extremists. The overall effect is of a derogatory portrayal of vegans and veganism that we interpret as ‘vegaphobia’. We interpret derogatory discourses of veganism in UK national newspapers as evidence of the cultural reproduction of speciesism, through which veganism is dissociated from its connection with debates concerning nonhuman animals’ rights or liberation.This is problematic in three, interrelated, respects. First, it empirically misrepresents the experience of veganism, and thereby marginalizes vegans. Second, it perpetuates a moral injury to omnivorous readers who are not presented with the opportunity to understand veganism and the challenge to speciesism that it contains. Third, and most seriously, it obscures and thereby reproduces exploitative and violent relations between human and nonhuman animals.
This article lends important evidence to how hegemony protects its privileged interests and marginalizes those who pose a threat to that power. This is partially due to the elite ownership of an increasingly consolidated media industry, but also due to the interests of those elites who purchase advertising. Society’s most privileged are creating the media that the rest of us are expected to absorb. And absorb it we do. The media is a powerful agent of socialization, so elites have a vested interest in making sure that socialization is one that normalizes oppressive conditions.
Readers can learn more about the challenges posed by state and industry institutions in my 2016 publication, A Rational Approach to Animal Rights.
This essay was originally published on The Academic Activist Vegan on November 2, 2013.