Food out of its usual rut. Carnivalesque online veganism as political consumerism

Food is a profoundly political issue, with themes such as environmental sustainability and ethics becoming increasingly important. These concerns have given rise to new kind of mobilization around vegetarian vegan eating in recent years. In-depth analyses the characteristics this wave veganism are needed. Our study explores how forms carnivalesque carefree negotiated older aims consumerism. Moreover, we aim understand digital food communities built take momentum. With these aims, analyze social media community for food, Finnish Facebook group called “Sipsikaljavegaanit,” Crisps Beer Vegans (CBV). The celebrates indulgent veganism, by confronting several contemporary concerned discourses related to, e.g., health, body, gender, it has broadened public image veganism. We form consumerism, taking Mikhail Bakhtin's theorization carnival our analytical framework. analysis shows reconfigured through various mésalliances, detaching from previous stereotypes, profanation stereotypes differentiates between variously motivated veganisms. spirit maintained rather heavy-handed moderation practices online, contradiction idea free communication sphere. claim that appeal new-wave cultivation vitality joy, placing serious societal into Bakhtinian genre serio-comical.