Meat in Dispute

Variability of Media Strategies in Promoting Plant-Based Meat Consumption

Abstract

Since food choices involve classifications and symbols that cover their consumption with an ethical and moral character, the objective of this paper is to analyze media consumption convocations of vegetable meat. Based on the theoretical-methodological assumptions of French Discourse Analysis, we aim to study some different processes of discursive production materialized in the communication of media actors that convoke for this product consumption, such as NGOs linked to animal rights and brands that produce vegetable meat. We will observe the discourses in dispute and the different discursive strategies mobilized by these actors in media scenarios that promote the consumption of vegetable meat.