11. Are we sure we are not a part of this
ORGANISED & NORMALISED
VIOLENCE MASSACRE RAPE
SLAVERY GENOCIDE
HOLOCAUST
while destroying our own Environment
12. Why do people choose this socially deviant lifestyle
that forces them to start over?
14. Weapon of Murder
Hen’s PERIOD
Born to be killed
Destroying
MOTHERHOOD
WHAT’S ON MY
PLATE?
DEAD GOAT
HOUSE OF SLAUGHTER Swollen & infected udders of a
FEMALE COW
Lymph & Pus
BLOOD,
MUSCLES, VEINS
& ROTTING FLESH
CALF GROWTH
FLUID
21. reboot“A spontaneous attempt of
the psyche to heal itself of
the unbearable conflict
through breaking down and
being Reborn.”
- Carl Jung
reboot
22. vegan in spirit
a series of metanoia
driven by moral obligations and truth
to live a life full of empathy and compassion and
free of any cruelty, guilt and violence
With health and ikigai as by-products
25. NOT A DIET
BUT an ethical position against exploitation and commodification of
animals
What is veganism?
ABSTINENCE ACTIVISM
3TN
a moral obligation
for the
26. The Square of awareness & ethics
Abstinence Activism
NO Activism NO Abstinence
dietary vegan
unaware/unapologetic meat-eater
Classic speciesist/ So-called
animal lover
vegan in spirit
moral high-
ground
“I love my dog and my
pork!”
“I kill them for my taste. I love
“I’m on a vegan diet for
long. Sometimes, i have
my cheat days.”
27. And there’s a change in the language when you turn vegan and
those around YOU
28. Veganism is about UNHIDING the truth while others perceive it
as a CULT with moral superiority
METANOIA
V/S
MEAT-NOIA(noun)
This is the paranoia felt by some meat eaters when meetings
radical vegans
*Chris Arning
29. Everyday survival of a socially deviant identity
that’s against the normalised brutality
Frequency
Challenges
MORAL COMPASS
DEEP CONNECT
RELATIONSHIPS &
COMPANIONSHIP Arrested
Beaten/Banned
MORALLY
SUPERIOR ENEMY
UNWANTED
ATTENTION
VEGAN
AMMUNITION
SUPPORT
BULLYING &
BOYCOTT
What’s on my
plate?
What do I consume?
What do I support?
What am I doing to
spread the truth?
SOCIETY INDUCED METANOIA
PERSONAL METANOIA
30. Eating out and make your own
Inconvenience to family and friends
Facilitating smooth interactions
Strategic Communication
Outreach and ActivismDeep Connections
And identity gaps are created
in their real life
56. support identity voice
that helps Vegans find their tribe and reassert their identity
without compromising their ideology
57.
58. Brands focus on REPENT and REBOOT
With gorgeous pictures of creative and innovative food
and more focus on plant-based diets, health, and animals saved
59. Please ‘em all and charm them with innovations
rebootrepent
63. EXPLORE
vegan-friendly food outlets
EMPOWER
free recipes to kickstart
ENGAGE
volunteering to post vegan friendly food
diners and restaurants
INVOLVE
not-for-profit works on donated time and
paid by individual contributors
SYMBOL
for awareness and activism, and identity
marker
64. COW-FACE
Deeply effective emotional tool with
baby like eyes and smile
Humanisation
Anthropomorphism
PURPLE & CARTOON
Childhood nostalgia & innocence
Lighten up
Positive affirmation - opposite of the
guilt vegans live by everyday
HappyCow
Simplicity
Optimistic future
Subtext - unhappy cows
Cow NOT beef
One of the simplest symbols that depicts the notions of
Vegan in Spirit
67. vegan in spirit
for the 198 less slaughtered victims
every year PER PERSON
Just for FOOD
68. vegan in spirit
To look beyond
DENIAL
IDENTITY METANOIA
a cognitive-dissonant solo-journey to unlearn the systematic and institutionalised lies
PERSONAL
COMMUNITY
BRANDS/ORGANISATIONS
SYMBOLS
Conscious
Personal Unconscious
Collective Unconscious
What’s on my plate?
What do I consume?
What do I support?
What am I doing to
spread the truth?
SUPPORT
BULLYING & BOYCOTT
SUPPORT AGAINST MORALS
CONNECT DEEPLY
DATING & RELATIONSHIPS
MORALLY SUPERIOR ENEMY
EXPLAIN & UNWANTED
ATTENTION
VEGAN AMMUNITION
I
D
E
N
T
I
T
Y
N
E
G
O
T
I
A
T
I
O
N
S
SELF
SOCIETY
I
D
E
N
T
I
T
Y
G
A
P
S
REAL LIFE v/s
SOCIAL MEDIA
SOCIALLY DEVIANT IDENTITY
reboot
Support
Identity
Voice
MORALITY
ETHICS
MURDER
RAPE
VIOLENCE
EUPHEMISM
Culture
Traditions
Lies
Corporate
Agenda
Celebrations
Social Circle
Friends
Family
Inclusivity
OLD SELF
GIVE UP
71. Health Communication Theory and Research, Penn State, College of Arts
Vegan voices: communicatively negotiating a foodbased identity, Christina Gabrielle
Paxman
Vegetarian and vegan identity culture
Metanoia
Food Revolution Network
Food, Meaning, and the Law: Confessions of a Vegan Semiotician, Massimo Leone
Sapiens, Yuval N. Harari
Ikigai: The Japanese secret to a long and happy life, Albert Liebermann and Hector Garcia
Are vegans really better in bed?, The Telegraphy
Veganfirst:vegan in India
The unstoppable rise of veganism: how a fringe movement went
mainstream, The Guardian
Veganism, Wikipedia
Why being vegan is NOT an all-or-nothing thing, Vegan Strategist
What is a vegan? , Independent
What does vegan mean?
Happycow.net
Adaptt.org, Gary Yourofsky
Behind the Mask, Goldfinger, 2005
Happycow Interview, VTC
Tracing the roots of vegan straight edge, Mittens
Animal Liberation Front, Wikipedia
Reaching Metanoia: Living That Plant-Based Life, Kristina Thiel
The Vegan Identity, James McWilliams
The unified model of vegetarian identity: A conceptual framework for
understanding plant-based food choices, Daniel L. Rosefield
Veganism, Identity and the Quest for Authenticity, Jessica Greenebaum
Eating for Insta, Jenny L. Herman
Vegan Consciousness and the Commodity Chain: On the Neoliberal,
Afrocentric, and Decolonial Politics of “Cruelty-Free”, Amie Louise Harper
B.A. (Dartmouth College, Hanover) 1998 M.A. (Harvard University,
Cambridge) 2007
Discourses of "Cruelty-Free" Consumerism: PETA, The Vegan Society and
Examples of Contemporary Activism, Andrea Springirth
Identity reformation through vegan communities, Amanda Y. Wolfer
Images: TheNounProject, Freepik, Instagram public photos
References
Editor's Notes
“I was a very social person had a lot of friends.So much, that even to change clothes I had to step out of my room/home because there would be 15-30 people chilling there!
But you know sometimes you get tired and wish you could be alone. And for years, I thought about it how to get away from it…
And after a few years, I realized that it was so easy… I JUST HAD TO TURN VEGAN!”
the problem is we never think from the eyes of the oppressed.. Thou shall not kill…. unless..?
When we realise that we have been a part of something this horrible, it forces us to ask questions and affects us emotionally with deep regret…
Awesome.. Let’s kill it then…
This is the question almost all of the vegans had to face before the change
How do we stop participating in this?
and
Why do we think people are on a moral pedestal who take a stand against it?
What do they do to reinforce a new identity in their everyday lives?
How does it all start?
Asking the right questions
Dissociation of animals as food so there are no cheat days. There is nothing that is that black and white and the strong bonds of relationship of food as their identity - self traditional cultural nostalgia - start breaking out
?
And when you look beyond the layer of sugar-coated words, we realise WE’VE BEEN living somebody’s lie and it comes with deep emotional regret because by nature we are empathetic and compassionate - we can feel others pain
*you break the euphemism
Repent MEAT-NOIA
Circle light example
Focus from outside-in.
Life changing discovery of lost revelations from childhood
“Man is so addicted to systems and to abstract conclusions that he is prepared deliberately to distort the truth, to close his eyes and ears, but justify his logic at all costs.” - Fyodor Dostoyevsky
Pagan: kairos, to come to light form darkness; to turn towards light from darkness
THE TRUTH
When you can see through the everyday lies you are living...
It is the job of thinking people not to be on the side of executioners - A.Camus
You cannot believe in or call yourself NON-violent if you are not Vegan… or an animal lover.. Or a feminist… abolitionist.. Or whatever -ist…. Because we are speciesist who have valued the human life more than any other life..!
A series of metanoia that joints all the right dots!
Vegans live in a constant flux of this metanoia that challenges the most important primal need - food with other primal needs
And challenges their moral compass in. Their daily life - from lip balm toothpaste to clothes and food
Support, consume, eat
And what do i do to stop the brutality around …
ABSTINENCE <-> ACTIVISM for the 150bn for FOOD ….
It’s the first step towards compassion through a moral mirror
A quick calculatoin --- 30years * 20 = 600 murders!
Abstinence which is passive
And Activism the active
Change in vocab
Such
*real life - they are being shunned to share their emotions and feelings because they are seen as militant vegans only to spoil the moments withbfood for others and make them feel guilty
Nobody to share the experience, emotions, feelings, pain and past guilt….
And every non-vegan
becomes
an Anthropologist, Researcher, Nutritionist, Ethics prof, interjector when they meet a vegan
“Are you going to save the planet?”
“Why are being delusional? How can you refute the food chain, survival of the fittest, Darwinism?”
“We will see how long does this go but don’t try and change my son.”
“You just want to convert people and add more members to your cult! I don’t know what all do you guys do!”
“You are disrespecting our culture and our mother - COW!”
“Are we all idiots around the globe who have always eaten meat and drank milk? Are you smarter than everyone?”
“But what if the cow/hen/rooster/pig live a happy life and their owners love them, and then we consume them?” (most idiotic question ever!)
“We get it, YOU are BETTER than US. We are not privileged like you. We are not cool. It’s not our priority.”
“So, you CAN’T eat this anymore but this is so tasty! How can you not? You’ve become so sensitive!”
“What about plants? Why do you smoke? What about mosquitoes? What about protein?”
And not supported by the society because of the habitual nature and evolving meat-noia
That induces societal metanoia
Culture predicated around dairy makes it difficult .. challenge to their beliefs, traditions, religion, knowledge, everything they knew about food, ecosystem, food chain… etc…
Facilitating smooth interactions
Selective disclosure
Hide and Lie
Happy to talk, if interested
Avoid Confrontations
Strategic Communication
Downplay it
Don’t preach, live it
Inconvenience to family and friends
Concerned but too concerned
Strained relationships
Daily reminders of MISSING OUT
Misunderstood Guilt
Eating out and make your own
Eating with others
Always carry own food
Cook your own & share
Plan in advance
Deep Connections
Challenges with non-vegan partner
Finding vegan friends and partner
Outreach and Activism
Stereotypes
Misinformation
Explaining the way of life
Relating to others
But symbols help them cope up and social media gives them a platform to fill in those gaps
It helps them to express themselves, find their tribe and cope up with their emotional metanoiac stages
Knitting a community free of geography
A new identity that is formed by breaking free from existing food-identity relationship
towards a more global one based on a single truth of moral obligation and non-violence
With change of vocabulary )
And conveying their identity to adorn this new unknown one
Vegan in name, bio … plant-based… and emoji
In the regret stage, most of them share their guilt of the past on social media and also spread the message of the constant systematic lies of the system and corporations
In the regret stage, most of them share their guilt of the past on social media and also spread the message of the constant systematic lies of the system and corporations
In the regret stage, most of them share their guilt of the past on social media and also spread the message of the constant systematic lies of the system and corporations
In the reflect, it’s all about the emotional, health, moral, global, and environmental impact and unearthing the suppressed thoughts
In the reflect, it’s all about the emotional, health, moral, global, and environmental impact and unearthing the suppressed thoughts
In the reflect, it’s all about the emotional, health, moral, global, and environmental impact and unearthing the suppressed thoughts
In the reflect, it’s all about the emotional, health, moral, global, and environmental impact and unearthing the suppressed thoughts
In the reflect, it’s all about the emotional, health, moral, global, and environmental impact and unearthing the suppressed thoughts
Repent is all about taking a pledge to never engage in the painful lies at the cost of others
Repent is all about taking a pledge to never engage in the painful lies at the cost of others
Repent is all about taking a pledge to never engage in the painful lies at the cost of others
Repent is all about taking a pledge to never engage in the painful lies at the cost of others
Repent is all about taking a pledge to never engage in the painful lies at the cost of others
And reboot is to showcase this new found relationship that is creative, happy, guultfree and innovative with food and the notions of mindful and conscious eating and consumption
And a by-product of compassion and spirituality
And reboot is to showcase this new found relationship that is creative, happy, guultfree and innovative with food and the notions of mindful and conscious eating and consumption
And a by-product of compassion and spirituality
And reboot is to showcase this new found relationship that is creative, happy, guultfree and innovative with food and the notions of mindful and conscious eating and consumption
And a by-product of compassion and spirituality
And reboot is to showcase this new found relationship that is creative, happy, guultfree and innovative with food and the notions of mindful and conscious eating and consumption
And a by-product of compassion and spirituality
And reboot is to showcase this new found relationship that is creative, happy, guultfree and innovative with food and the notions of mindful and conscious eating and consumption
And a by-product of compassion and spirituality
And reboot is to showcase this new found relationship that is creative, happy, guultfree and innovative with food and the notions of mindful and conscious eating and consumption
And a by-product of compassion and spirituality
Delusion in the society
Personally - regret, ---- 39,40,43 much earlier on … after slide 13….
Then metanoia… slide 29 .-33
41-45
Slide 50-51 important
Symbols
Stories of people…. Mention in 2 slides..
Symbols and brands --- set that up …
Omit : hecht model…
We are murdering… begining of metanoia… awareness of bad shit …
50-51 in the end…?
53-63 ---- symbols:
Asserting their identity
Delusion in the society
Personally - regret, ---- 39,40,43 much earlier on … after slide 13….
Then metanoia… slide 29 .-33
41-45
Slide 50-51 important
Symbols
Stories of people…. Mention in 2 slides..
Symbols and brands --- set that up …
Omit : hecht model…
We are murdering… begining of metanoia… awareness of bad shit …
50-51 in the end…?
53-63 ---- symbols:
Asserting their identity
Eric: I had been a student in Santa Cruz, and there was a highway out of the city with a section of really horrific cattle ranches. Every time I went home to LA from college and then back to school, I would pass the ranches. They affected me and made me want to look for ways to prevent what went on in those ranches. I thought that the name HappyCow would mean that less cows would be eaten.
COW-FACE
Deeply effective emotional tool with baby like eyes and smile
Humanisation - each cow is a person and not a number for your plate
Anthropomorphism - personable, closer to how we look and hence FEEL
HappyCow
Simplest rendition of the big WHY
Optimistic future - HOW vegans see the world
LESS COWS WOULD BE EATEN
Subtext - frames non-vegans responsible for UNHAPPY COWS
COW NOT BEEF
CARTOON + PUPLE
Lighten up but still stand for a cause
childhood nostalgia
Depicts innocence
Positive opposite of guilt
Without religion… does not interfere with your religion and culture too…!
FOOD COMMUNITY GLOBALLY BEING BORN
Now multiply it with your age! It’s a moral obligation for brands, cooperations, people to address this...
Ikigai - “The mystery of human existence lies not in just staying alive, but in finding something to live for.”
― Fyodor Dostoyevsky
SPIRITUALITY….?
Happycow: what we learn… and identity example
Personal: unapologetic in the new media
Brands: positive sides …. Alienate people… witty… walking in it but still around it…
Trend/fad ---> subculture
A punk movement towards non-violence and peace
“I was a very social person had a lot of friends.So much, that even to change clothes I had to step out of my room/home because there would be 15-30 people chilling there!
But you know sometimes you get tired and wish you could be alone. And for years, I thought about it how to get away from it…
And after a few years, I realized that it was so easy… I JUST HAD TO TURN VEGAN!”