Vegan stories: revealing archetypes and their moral foundations
Purpose: This study aims to identify the archetypes, moral foundations and plots associated with veganism through the stories told by vegan bloggers and the effect on mainstreaming of this ideology. Design/methodology/approach: Narrative data was collected from 15 publicly available vegan blogs....
| Main Authors: | , |
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| Format: | Journal Article |
| Language: | English |
| Published: |
Emerald
2020
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| Online Access: | http://hdl.handle.net/20.500.11937/79993 |
| _version_ | 1848764139401379840 |
|---|---|
| author | Napoli, Julie Ouschan, Robyn |
| author_facet | Napoli, Julie Ouschan, Robyn |
| author_sort | Napoli, Julie |
| building | Curtin Institutional Repository |
| collection | Online Access |
| description | Purpose: This study aims to identify the archetypes, moral foundations and plots associated with veganism through the stories told by vegan bloggers and the effect on mainstreaming of this ideology.
Design/methodology/approach: Narrative data was collected from 15 publicly available vegan blogs. Underlying archetypes, morals and story plots were identified and presented as a “story re-told,” highlighting the context and content of what was being said by the protagonists and associated meanings.
Findings: The analysis revealed three moral foundations on which vegan ideology is built: sanctity of life, enacting the authentic self and freedom. A universal hero archetype was also unearthed; however, the moral orientation of the storyteller (agency vs communal) dictated how these morals and archetypes were expressed.
Research limitations/implications: Through the use of common story archetypes, master plots and moral foundations, a deeper understanding of vegans and the choices they make is facilitated, thus making vegan ideology appear less threatening. Storytelling plays an important role in establishing connections through commonality.
Originality/value: This study applies cultivation theory, storytelling analysis and archetype theory to reveal how vegan bloggers counteract mass media cultivation of vegan stereotypes through the stories they tell. We offer a more robust description of vegans, moving beyond stereotypes, and the morals driving behavior. Moreover, a unique mechanism of mainstreaming is exposed that shows vegans connect with people by tapping into universal archetypes and morals that anyone can relate to and relive. |
| first_indexed | 2025-11-14T11:14:36Z |
| format | Journal Article |
| id | curtin-20.500.11937-79993 |
| institution | Curtin University Malaysia |
| institution_category | Local University |
| language | English |
| last_indexed | 2025-11-14T11:14:36Z |
| publishDate | 2020 |
| publisher | Emerald |
| recordtype | eprints |
| repository_type | Digital Repository |
| spelling | curtin-20.500.11937-799932020-08-11T04:14:43Z Vegan stories: revealing archetypes and their moral foundations Napoli, Julie Ouschan, Robyn Purpose: This study aims to identify the archetypes, moral foundations and plots associated with veganism through the stories told by vegan bloggers and the effect on mainstreaming of this ideology. Design/methodology/approach: Narrative data was collected from 15 publicly available vegan blogs. Underlying archetypes, morals and story plots were identified and presented as a “story re-told,” highlighting the context and content of what was being said by the protagonists and associated meanings. Findings: The analysis revealed three moral foundations on which vegan ideology is built: sanctity of life, enacting the authentic self and freedom. A universal hero archetype was also unearthed; however, the moral orientation of the storyteller (agency vs communal) dictated how these morals and archetypes were expressed. Research limitations/implications: Through the use of common story archetypes, master plots and moral foundations, a deeper understanding of vegans and the choices they make is facilitated, thus making vegan ideology appear less threatening. Storytelling plays an important role in establishing connections through commonality. Originality/value: This study applies cultivation theory, storytelling analysis and archetype theory to reveal how vegan bloggers counteract mass media cultivation of vegan stereotypes through the stories they tell. We offer a more robust description of vegans, moving beyond stereotypes, and the morals driving behavior. Moreover, a unique mechanism of mainstreaming is exposed that shows vegans connect with people by tapping into universal archetypes and morals that anyone can relate to and relive. 2020 Journal Article http://hdl.handle.net/20.500.11937/79993 10.1108/QMR-06-2018-0064 English Emerald restricted |
| spellingShingle | Napoli, Julie Ouschan, Robyn Vegan stories: revealing archetypes and their moral foundations |
| title | Vegan stories: revealing archetypes and their moral foundations |
| title_full | Vegan stories: revealing archetypes and their moral foundations |
| title_fullStr | Vegan stories: revealing archetypes and their moral foundations |
| title_full_unstemmed | Vegan stories: revealing archetypes and their moral foundations |
| title_short | Vegan stories: revealing archetypes and their moral foundations |
| title_sort | vegan stories: revealing archetypes and their moral foundations |
| url | http://hdl.handle.net/20.500.11937/79993 |