Veganuary and the vegan sausage (t)rolls: conflict and commercial engagement in online climate-diet discourse.
Veganuary and the vegan sausage (t)rolls: conflict and commercial engagement in online climate-diet discourse.
复制标题
DOI：
10.1057/s41599-022-01464-2
复制
发表时间：
2022
影响因子：
--
通讯作者：
Lorimer, Jamie
中科院分区：
文献类型：
--
作者：
Sanford, Mary;Lorimer, Jamie
社交媒体平台已成为广泛影响力活动的重要场所，从行动主义到广告。有时，这两个方面重叠，后者如何影响前者仍然是未知的。这项工作位于当代纯素运动的学术范围内，研究了企业参与Twitter上的Veganitarian 2019运动，以及它所受到的对抗性反弹。我们发现，活动人士和商业实体的受众大多是不同的，这表明商业活动对推动与素食主义活动的互动几乎没有帮助。我们还发现了强烈的对立情绪，反映了围绕素食主义和气候饮食科学讨论的“文化战争”。这些发现让我们了解了社交媒体上气候饮食话语所面临的挑战，并激发了对商业代理人在在线行动主义中的作用的进一步研究。
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.