University of Twente Student Theses


Framing Veganism : The Framing of Vegans and Vegan-diets in News Media

Leitz, S.J. (2022) Framing Veganism : The Framing of Vegans and Vegan-diets in News Media.

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Abstract:As meat consumption is growing globally, so are the impacts of meat-consumption on the environment and human health. Vegans renounce any consumption of animal products, as they entirely oppose animal-farming. Vegans still make up a small portion of the populations of industrialized nations. At the same time, their influence on the food industry is growing, apparent by the rising number of meat and dairy substitutes. Vegans still have to face many stereotypes and are still a fringe group of society. In this thesis, I will look at the framing of vegans in two newspapers in the last two year, Süddeutsche Zeitung and Frankfurter Allgemeine Zeitung. The goal is to answer the following question: What frames are used to frame vegans and veganism in news media? An inductive framing analysis will be conducted, identifying the frames used in these newspapers by analyzing the content of newspaper articles about veganism and vegan diets, using the four frame elements of Entman (1993). Vegans focus on environmental, health and animal welfare as problems in the indutrialized world, that can be solved by turning vegan. Opposition sees this as an attack on western culture and an infringement on the right of free choice.
Item Type:Essay (Bachelor)
Faculty:BMS: Behavioural, Management and Social Sciences
Subject:70 social sciences in general, 88 social and public administration, 89 political science
Programme:Management Society and Technology BSc (56654)
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