Veganism
Enters the
Mainstream
Nick Pendergrast
Veganism
 1944: Donald Watson coined the term
“vegan” and set up The Vegan Society,
after unsuccessfully attempting to fo...
Claims Making
 Vegan advocates are one example of claim
makers.
 An important sociological concept in
understanding soci...
Vegan Advocates: Three Main
Claims
Veganism for Animal Rights
 Alternative eg activist websites –
mainstream sources eg BBC and The
Guardian (Victor Schonfe...
Bobby Calves
 Animals Australia in
many major
newspapers around
Australia.
 7PM Project (start-
1.00, 3.00-end).
 Not s...
Google Trends
Link.
For the environment
Veganism
Animal Agriculture and the
Environment
 Livestock‟s Long
Shadow (FAO of the
UN): 18% greenhouse
gases.
 World Watch Inst...
FOR Health
Veganism
Health, Celebrities and Media
Attention
 Attracting media attention for claims is an
important strategy in successful cla...
„The Rise of the Power Vegans‟
 „The Rise of the Power
Vegans‟ in Bloomberg
Businessweek: famous
businessperson Steve
Wyn...
Conclusion
 Vegan diet enters the mainstream.
 Claims made by vegan advocates have been
increasingly successful:
 Recei...
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Veganism Enters the Mainstream

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This talk was given at The Institute for Critical Animal Studies Oceania 2013 Conference: Animal Liberation and Social Justice - an Intersectional Approach to Social Change.

You can find out more about this conference here: http://icasoceania.wordpress.com/2013/06/22/conference-schedule/

You can hear other talks from this conference on episode 32 of Progressive Podcast Australia: http://progressivepodcastaustralia.com/2013/07/12/cas/

Published in: News & Politics
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Veganism Enters the Mainstream

  1. 1. Veganism Enters the Mainstream Nick Pendergrast
  2. 2. Veganism  1944: Donald Watson coined the term “vegan” and set up The Vegan Society, after unsuccessfully attempting to form a non-dairy section of the Vegetarian Society.  1951: The Vegan Society extended the definition of veganism to be far more all- encompassing than just a diet.
  3. 3. Claims Making  Vegan advocates are one example of claim makers.  An important sociological concept in understanding social movements and social change.  „Claim makers are people who articulate and promote claims‟ and their cause is benefited „in some way if the targeted audience accepts their claims as true‟ (Ferrante 2011, p. 178).
  4. 4. Vegan Advocates: Three Main Claims
  5. 5. Veganism for Animal Rights  Alternative eg activist websites – mainstream sources eg BBC and The Guardian (Victor Schonfeld), The New York Times (Gary Steiner), ABC and The Sydney Morning Herald (Katrina Fox).  Public “ready” to discuss veganism.
  6. 6. Bobby Calves  Animals Australia in many major newspapers around Australia.  7PM Project (start- 1.00, 3.00-end).  Not specifically a vegan campaign, but raised awareness of problems beyond meat. http://www.animalsaustralia.org/features/bobby-calf-cruelty-exposed-on-tv.php
  7. 7. Google Trends Link.
  8. 8. For the environment Veganism
  9. 9. Animal Agriculture and the Environment  Livestock‟s Long Shadow (FAO of the UN): 18% greenhouse gases.  World Watch Institute: 51% greenhouse gases.  From The Guardian: „A global shift towards a vegan diet is vital to save the world from hunger, fuel poverty and the worst impacts of climate change, a UN report said today.‟
  10. 10. FOR Health Veganism
  11. 11. Health, Celebrities and Media Attention  Attracting media attention for claims is an important strategy in successful claims-making.  Celebrities contribute authority and attention to a cause.
  12. 12. „The Rise of the Power Vegans‟  „The Rise of the Power Vegans‟ in Bloomberg Businessweek: famous businessperson Steve Wynn; American business magnate and third richest person in hip hop – Russell Simmons; real estate billionaire Mortimer Zuckerman; Ford Executive Chairman of the Board Bill Ford; Twitter co-founder Biz Stone; Whole Foods Market CEO John Mackey; Mike Tyson; and Bill Clinton.  „[Timothy] Bradley‟s Vegan Diet Not New Amongst Athletes‟ in The Daily Enquirer. http://abcnews.go.com/WNT/video/bill-clintons-vegan-diet-inspiring-14344849
  13. 13. Conclusion  Vegan diet enters the mainstream.  Claims made by vegan advocates have been increasingly successful:  Received mainstream media attention.  Coverage has not merely reported on the claims of vegan advocates, but similar claims have been made quite separately to the animal advocacy movement.  Likely to have increased the perceived legitimacy of these claims.  N.Pendergrast@curtin.edu.au  www.ProgressivePodcastAustralia.com

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