ArticleHumanities & social sciences communications2022
Veganuary and the vegan sausage (t)rolls: conflict and commercial engagement in online climate-diet discourse.
Article in Humanities & social sciences communications, 2022. The graph could read no effect estimate from its abstract, so it casts no vote on the map. Not yet cited in PubMed.
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The abstract states no effect estimate the extractor could read, or names no intervention and outcome on the map, so this paper lights no cell and moves no belief. It is still indexed, cited and linked below.
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Abstract
Social media platforms have become critical venues for a wide spectrum of influence campaigns, from activism to advertising. Sometimes these two ends overlap and it remains unknown how the latter might impact the former. Situated within contemporary scholarship on vegan activism, this work examines corporate involvement with the Veganuary 2019 campaign on Twitter, as well as the antagonistic backlash it received. We find that the activists and commercial entities engage mostly separate audiences, suggesting that commercial campaigns do little to drive interactions with Veganuary activism. We also discover strong threads of antagonism reflecting the "culture wars" surrounding discussions of veganism and climate-diet science. These findings inform our understanding of the challenges facing climate-diet discourses on social media and motivate further research into the role of commercial agents in online activism.
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