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Decoding the vegan identity through new media
- 1. Chirag Mediratta Ethnographer |Strategist | Workshop Facilitator chirag.mediratta@gmail.com | +91-9560247778
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- 3. Let’s get toknow you…. THE AUDIENCE
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- 5. How many ofus are ...
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- 11. Are we surewe are not a part of this ORGANISED & NORMALISED VIOLENCE MASSACRE RAPE SLAVERY GENOCIDE HOLOCAUST while destroying our own Environment
- 12. Why do peoplechoose this socially deviant lifestyle that forces them to start over?
- 13. WHAT’S ON MYPLATE?
- 14. Weapon of Murder Hen’sPERIOD 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
- 15. WHAT’S ON MY PLATE? MURDER SLAVES INNOCENT LIVES ABOMINATION DOMINATION STOLENBABIES mass raped victims genocide massacre oppressed species
- 17. Because, once the truthhits you, and you realise you’ve been living a lie … You can’t help but REBOOT YOUR CONSCIOUSNESS METANOIA
- 18. And the metanoiabegins …
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- 20. Objective reality metanoia darkness/subjective reality TRUTH veganin spirit NON-VIOLENCE
- 21. reboot“A spontaneous attemptof the psyche to heal itself of the unbearable conflict through breaking down and being Reborn.” - Carl Jung reboot
- 22. vegan in spirit aseries 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
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- 24. WHAT’S ON MY PLATE? ABSTINENCE WHATDO I CONSUME? WHAT DO I SUPPORT? ACTIVISM What am I doing to spread the truth?
- 25. NOT A DIET BUTan ethical position against exploitation and commodification of animals What is veganism? ABSTINENCE ACTIVISM 3TN a moral obligation for the
- 26. The Square ofawareness & 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 achange in the language when you turn vegan and those around YOU
- 28. Veganism is aboutUNHIDING 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 ofa 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 andmake 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
- 31. but SYMBOLS help merge theseidentity gaps
- 32. And social mediagives them A SPACE with agency and control to reassert their identity and connect with their new Tribe
- 34. An identity thatsurpasses religion, nationalities, culture, and traditions that harps on a single truth of NON-VIOLENCE & MORAL OBLIGATION
- 35. Conveying identity Plant-based AnimalLiberation Moral Obligation VEGAN Non-violent CompassionMEAT IS MURDER
- 36. regret How did Iand WE lie to ourselves?
- 37. regret How did Iand WE lie to ourselves?
- 38. regret How did Iand WE lie to ourselves? Yuval Noah Harari Historian, Professor & Author
- 39. What have Isuppressed? Dealing with hypocrisy reflect SPECIESISM
- 40. What have Isuppressed? Dealing with hypocrisy reflect
- 41. What have Isuppressed? Dealing with hypocrisy reflect
- 42. What have Isuppressed? Dealing with hypocrisy reflect
- 43. What have Isuppressed? Dealing with hypocrisy reflect
- 44. Regret is notenough, I and WE must never do it again and know the impact of our actions repent
- 45. Regret is notenough, I and WE must never do it again and know the impact of our actions repent
- 46. Regret is notenough, I and WE must never do it again and know the impact of our actions repent
- 47. Regret is notenough, I and WE must never do it again and know the impact of our actions repent GARY YOUROFSKY 5 BANNED COUNTRIES 13 ARRESTS
- 48. Regret is notenough, I and WE must never do it again and know the impact of our actions repent
- 49. I’m not missinganything – YOU need to know and REBOOT yourself reboot
- 50. I’m not missinganything – YOU need to know and REBOOT yourself reboot
- 51. I’m not missinganything – YOU need to know and REBOOT yourself reboot
- 52. I’m not missinganything – YOU need to know and REBOOT yourself reboot
- 53. I’m not missinganything – YOU need to know and REBOOT yourself reboot
- 54. I’m not missinganything – YOU need to know and REBOOT yourself reboot OM NOM NOM
- 55. And brands gothrough MEAT-NOIA
- 56. support identity voice thathelps Vegans find their tribe and reassert their identity without compromising their ideology
- 58. Brands focus onREPENT and REBOOT With gorgeous pictures of creative and innovative food and more focus on plant-based diets, health, and animals saved
- 59. Please ‘em alland charm them with innovations rebootrepent
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- 63. EXPLORE vegan-friendly food outlets EMPOWER freerecipes 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 emotionaltool 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
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- 67. vegan in spirit forthe 198 less slaughtered victims every year PER PERSON Just for FOOD
- 68. vegan in spirit Tolook 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
- 70. Chirag Mediratta Ethnographer |Strategist | Workshop Facilitator chirag.mediratta@gmail.com | +91-9560247778
- 71. Health Communication Theoryand 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
- #2 “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!”
- #11 the problem is we never think from the eyes of the oppressed.. Thou shall not kill…. unless..?
- #12 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?
- #13 How does it all start?
- #14 Asking the right questions
- #15 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 ?
- #16 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
- #18 Repent MEAT-NOIA
- #19 Circle light example
- #20 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...
- #21 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..!
- #24 A series of metanoia that joints all the right dots!
- #25 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 …
- #26 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!
- #27 Abstinence which is passive And Activism the active
- #28 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?”
- #29 And not supported by the society because of the habitual nature and evolving meat-noia That induces societal metanoia
- #30 Culture predicated around dairy makes it difficult .. challenge to their beliefs, traditions, religion, knowledge, everything they knew about food, ecosystem, food chain… etc…
- #31 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
- #33 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
- #34 Knitting a community free of geography
- #35 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
- #36 With change of vocabulary ) And conveying their identity to adorn this new unknown one Vegan in name, bio … plant-based… and emoji
- #37 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
- #38 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
- #39 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
- #40 In the reflect, it’s all about the emotional, health, moral, global, and environmental impact and unearthing the suppressed thoughts
- #41 In the reflect, it’s all about the emotional, health, moral, global, and environmental impact and unearthing the suppressed thoughts
- #42 In the reflect, it’s all about the emotional, health, moral, global, and environmental impact and unearthing the suppressed thoughts
- #43 In the reflect, it’s all about the emotional, health, moral, global, and environmental impact and unearthing the suppressed thoughts
- #44 In the reflect, it’s all about the emotional, health, moral, global, and environmental impact and unearthing the suppressed thoughts
- #45 Repent is all about taking a pledge to never engage in the painful lies at the cost of others
- #46 Repent is all about taking a pledge to never engage in the painful lies at the cost of others
- #47 Repent is all about taking a pledge to never engage in the painful lies at the cost of others
- #48 Repent is all about taking a pledge to never engage in the painful lies at the cost of others
- #49 Repent is all about taking a pledge to never engage in the painful lies at the cost of others
- #50 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
- #51 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
- #52 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
- #53 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
- #54 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
- #55 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
- #63 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
- #64 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
- #65 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
- #67 Without religion… does not interfere with your religion and culture too…! FOOD COMMUNITY GLOBALLY BEING BORN
- #68 Now multiply it with your age! It’s a moral obligation for brands, cooperations, people to address this...
- #69 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
- #70 A punk movement towards non-violence and peace
- #71 “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!”