‘Real men grill vegetables, not dead animals’: Discourse representations of men in an online vegan community

This article critically examines discourse representations of men in a large online vegan community. The analysis reveals set discourses which provide oppositional and non-vegan men, wherein the former is aligned with hegemonic masculine norms latter represented as transgressing or falling short these norms. We interpret providing means for forum members to resist societal-level frame veganism feminine ‘unmanly’, while also performing social support function reassuring posters who express concerns about how their may impact others perceive them masculinity. However, we argue that such can be considered problematic from an ecofeminist perspective, they orient reinforce gender hierarchy has enabled, continues enable, oppression, animal exploitation broader destruction natural world.