School Research Seminar: Living on the Veg – Veganizing masculinities in UK media.

In the latest School Research Seminar, Joanne Hollows explores the emerging association between veganism and masculinity.

We are delighted to welcome Joanne Hollows to deliver the School Research Seminar.

Despite longstanding associations between veganism and femininity – and a more recent link between veganism and ‘clean eating’ femininities – men have emerged as the key faces of veganism on British cookery television. Focusing on ITV’s BOSH! and the BBC’s Dirty Vegan – as well as YouTube star Avant-Garde Vegan – the event explores how these food personalities render vegan food and vegan identities as masculine. Although they share with clean eating advocates a form of neoliberal ‘healthism’, these vegan masculinities are identified with fitness and performance, and with a preoccupation with ‘meatiness’ and ‘dirty’ foods. The paper examines the consequences of the masculinization and consequent meatification of vegan practices for the mainstreaming of vegan practices and identities.

Speaker Bio: Joanne Hollows

I am a freelance writer and researcher specializing in food cultures, domestic cultures and feminism and popular culture. Alongside my contributions to a wide range of academic journals, I am the author of several books including Feminism, Femininity and Popular Culture (2000, Manchester University Press), Domestic Cultures (2008, Open University Press) and Celebrity Chefs, Food Media and the Politics of Eating (forthcoming, Bloomsbury, 2022). With a PhD in cultural studies, I have over 20 years full-time teaching experience in UK universities, most recently at Nottingham Trent University where I was a Reader in Media and Cultural Studies. I have appeared on national media and acted as a consultant for a range of public and private bodies.

Event joining details

The event will be held on Zoom, access the meeting via the link and joining details below:

Meeting ID: 889 9205 0157
Passcode: z7^hNV

Access the Zoom link here

No booking required.