Dynamics of positive deviance in destigmatisation: celebrities and the media in the rise of veganism

Volume: 23, Issue: 3, Pages: 241 - 271
Published: Aug 29, 2018
Abstract
How is positive deviance utilised by the news media in the destigmatisation of a consumption practice? I study this question in the context of veganism through critically informed frame analysis of a major British newspaper, the Daily Mail. This context is ideal for such an analysis as the image of veganism has been transformed in the recent years from a stigmatised lifestyle to a normalised, healthy diet. Furthermore, this transformation has...
Paper Details
Title
Dynamics of positive deviance in destigmatisation: celebrities and the media in the rise of veganism
Published Date
Aug 29, 2018
Volume
23
Issue
3
Pages
241 - 271
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