Social media advocacy for social change and capitalist intervention : analyzing the #veganol hashtag

Abstract

This study aims to discuss the relationship between commercial companies and veganism through the content analysis of the #veganol hashtag, which promotes ethical veganism, focusing on animal rights. For this purpose, a content analysis was conducted on 273 Instagram posts shared with the hashtag #veganol between April 2023-2024. The study reveals the potential of commercial companies to transform veganism into a consumption-oriented area to expand their market share. The study findings indicate that commercial companies produce social media content about veganism as much as other users, particularly emphasising food and health, followed by an emphasis on ecological issues. On the other hand, veganism is being distanced from the animal rights and freedom roots as vegan products in the market are underscored by both commercial entities and a significant portion of vegans through social media hashtags and content. Furthermore, the study highlights the risk that corporate veganism may overshadow the goals of ethical veganism in favour of corporate interests. This research critically discusses the rapidly growing plant-based industries with an interdisciplinary approach in the context of digital communication and activism.