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Hegemonic Masculinity, Food and Identity – Uncovering the Relationship between Dominant Discourses and Future Diets
Uppsala University, Disciplinary Domain of Science and Technology, Earth Sciences, Department of Earth Sciences.
2019 (English)Independent thesis Advanced level (degree of Master (Two Years)), 20 credits / 30 HE creditsStudent thesis
Abstract [en]

Food consumption plays an important role for future sustainable livelihoods and, in particular, the vegan diet is becoming increasingly popular among consumers of different societies. Understanding how people change their food habits is a major research quest and there is growing interest in the role of social media sites since these are important platforms for visual presentation online where individuals can influence others. This article investigates how vegan ‘men’ present themselves on the social media network Instagram. Drawing on the analytical framework of ‘hegemonic masculinity’, the study examines what values these individuals visually portray online. By conducting a content analysis of 600 top-posts that appear under the hashtag #veganmen, narratives are examined for what they convey and how certain ‘masculine’ perceptions are re-shaped or reinforced. The findings reveal the visual significance of ‘masculine’ self-presentation by vegan ‘men’ over other narratives that portray values of sustainability, compassion and empathy. Nonetheless, this narrative of ‘masculine’ self-presentation can still be understood as an attempt to motivate other individuals to embrace a plant-based diet and thereby contribute to change towards more ‘sustainable’ food consumption habits.

Place, publisher, year, edition, pages
2019. , p. 37
Series
Examensarbete vid Institutionen för geovetenskaper, ISSN 1650-6553 ; 2019/41
Keywords [en]
Sustainable Development, Sustainable Diets, Hegemonic Masculinity, Veganism, Feminism, Social Media, Identity
National Category
Earth and Related Environmental Sciences
Identifiers
URN: urn:nbn:se:uu:diva-387632OAI: oai:DiVA.org:uu-387632DiVA, id: diva2:1329607
Educational program
Master Programme in Sustainable Development
Presentation
2019-05-23, Hambergsalen, Geocentrum, Villavägen 16, Uppsala, 20:08 (English)
Supervisors
Examiners
Available from: 2019-06-25 Created: 2019-06-24 Last updated: 2019-06-25Bibliographically approved

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CiteExportLink to record
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Citation style
  • apa
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