The sexual politics of veggies : Beyoncé’s “commodity veg*ism”. / Fegitz, Ella; Pirani, Daniela.

In: Feminist Media Studies, Vol. 18, No. 2, 2018, p. 294-308.

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The sexual politics of veggies : Beyoncé’s “commodity veg*ism”. / Fegitz, Ella; Pirani, Daniela.

In: Feminist Media Studies, Vol. 18, No. 2, 2018, p. 294-308.

Research output: Contribution to journalArticlepeer-review

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Fegitz, Ella ; Pirani, Daniela. / The sexual politics of veggies : Beyoncé’s “commodity veg*ism”. In: Feminist Media Studies. 2018 ; Vol. 18, No. 2. pp. 294-308.

BibTeX

@article{18e850e793b44c14899e1fffb37d441b,
title = "The sexual politics of veggies: Beyonc{\'e}{\textquoteright}s “commodity veg*ism”",
abstract = "This article explores the way vegan and vegetarian diets have been articulated within neo-liberal post-feminist culture. While these diets have an important role for vegetarian eco-feminists, as signs of resistance against the patriarchal and capitalist exploitative system, in post-feminism they have become sexy and business oriented. This shift is analyzed through the case study of Beyonc{\'e}{\textquoteright}s involvement with the commercial enterprise “22 days,” a dietary regime that involves the elimination of any animal product for 22 days. Our argument is that while eco-feminists have embraced vegetarian and vegan regimes as ethical and political choices, post-feminism depoliticizes and deradicalizes them. In this way, they become part of an individualistic project that emphasizes empowerment and meritocracy; choice, agency, and responsibilization; and the focus on a healthy, sexy body. Ultimately, the post-feminist articulation of vegan diets promotes a form of “commodity veg*ism,” that is not only devoid of any critical force, but also reproduces existing patterns of discrimination and inequality. We use the term veg*ism to indicate the fluid uptake of vegan and vegetarian diets, whereby the avoidance of animal products relies more on an individual than on ethical and/or political choice.",
keywords = "Gender, Veganism, Postfeminism",
author = "Ella Fegitz and Daniela Pirani",
year = "2018",
doi = "10.1080/14680777.2017.1358200",
language = "English",
volume = "18",
pages = "294--308",
journal = "Feminist Media Studies",
issn = "1468-0777",
publisher = "Routledge",
number = "2",

}

RIS

TY - JOUR

T1 - The sexual politics of veggies

T2 - Beyoncé’s “commodity veg*ism”

AU - Fegitz, Ella

AU - Pirani, Daniela

PY - 2018

Y1 - 2018

N2 - This article explores the way vegan and vegetarian diets have been articulated within neo-liberal post-feminist culture. While these diets have an important role for vegetarian eco-feminists, as signs of resistance against the patriarchal and capitalist exploitative system, in post-feminism they have become sexy and business oriented. This shift is analyzed through the case study of Beyoncé’s involvement with the commercial enterprise “22 days,” a dietary regime that involves the elimination of any animal product for 22 days. Our argument is that while eco-feminists have embraced vegetarian and vegan regimes as ethical and political choices, post-feminism depoliticizes and deradicalizes them. In this way, they become part of an individualistic project that emphasizes empowerment and meritocracy; choice, agency, and responsibilization; and the focus on a healthy, sexy body. Ultimately, the post-feminist articulation of vegan diets promotes a form of “commodity veg*ism,” that is not only devoid of any critical force, but also reproduces existing patterns of discrimination and inequality. We use the term veg*ism to indicate the fluid uptake of vegan and vegetarian diets, whereby the avoidance of animal products relies more on an individual than on ethical and/or political choice.

AB - This article explores the way vegan and vegetarian diets have been articulated within neo-liberal post-feminist culture. While these diets have an important role for vegetarian eco-feminists, as signs of resistance against the patriarchal and capitalist exploitative system, in post-feminism they have become sexy and business oriented. This shift is analyzed through the case study of Beyoncé’s involvement with the commercial enterprise “22 days,” a dietary regime that involves the elimination of any animal product for 22 days. Our argument is that while eco-feminists have embraced vegetarian and vegan regimes as ethical and political choices, post-feminism depoliticizes and deradicalizes them. In this way, they become part of an individualistic project that emphasizes empowerment and meritocracy; choice, agency, and responsibilization; and the focus on a healthy, sexy body. Ultimately, the post-feminist articulation of vegan diets promotes a form of “commodity veg*ism,” that is not only devoid of any critical force, but also reproduces existing patterns of discrimination and inequality. We use the term veg*ism to indicate the fluid uptake of vegan and vegetarian diets, whereby the avoidance of animal products relies more on an individual than on ethical and/or political choice.

KW - Gender

KW - Veganism

KW - Postfeminism

U2 - 10.1080/14680777.2017.1358200

DO - 10.1080/14680777.2017.1358200

M3 - Article

VL - 18

SP - 294

EP - 308

JO - Feminist Media Studies

JF - Feminist Media Studies

SN - 1468-0777

IS - 2

ER -