Veganism as a Cultural Movement: A Relational Approach

Social movement scholars have long studied actors’ mobilization into and continued involvement in social movement organizations. A more recent trend in social movement literature concerns cultural activism that takes place primarily outside of social movement organizations. Here I use the vegan movement to explore modes of participation in such diffuse cultural movements. As with many cultural movements, there are more practicing vegans than there are members of vegan movement organizations. Using data from ethnographic interviews with vegans, this article focuses on vegans who are unaffiliated with a vegan movement organization. The sample contains two distinctive groups of vegans – those in the punk subculture and those who were not – and investigates how they defined and practiced veganism differently. Taking a relational approach to the data, I analyze the social networks of these punk and non-punk vegans. Focusing on discourse, support, and network embeddedness, I argue that maintaining participation in the vegan movement depends more upon having supportive social networks than having willpower, motivation, or a collective vegan identity. This study demonstrates how culture and social networks function to provide support for cultural movement participation.