Managing Impressions

Abstract

Goffman’s concept of impression management, front stage/backstage, and face work are used to explain how the participants in this qualitative study engage in promoting veganism and vegetarianism to omnivores in daily interactions. The participants often feel silenced by stereotypes, misinformation, and conflict. They believe that this persistence of stereotypes is a psychological defense mechanism by omnivores to mask feelings of guilt. To manage this tension and present this cause in a positive light, vegetarians and vegans engage in “face-saving” techniques to protect both parties from attack and alienation. These include rejecting “in-your-face” confrontations and adopting preventative “face-saving” strategies such as avoiding confrontation, waiting for an appropriate time, focusing on health benefits, and leading by example.

Celebrity vegans and the lifestyling of ethical consumption

“…She also presents her veganism as a journey of the self (McDonald et. al., 1999;Greenebaum 2012a), involving increasing understanding of animal exploitation, and health and environmental impacts. Yet these ethical principles and experiences are reworked through the processes of celebrity 13 culture and lifestyle politics to present a commodified version of vegan kindness as a route to the 'authentic' self.…”

“…al., 1999;Larsson et. al., 2003;Greenebaum, 2012a), often downplaying its ethical critique of animal exploitation (Adams 2010), instead presenting veganism as ordinary and healthy, to counter negative associations (Greenebaum, 2012a;Sneijder and te Molder, 2009). The recent mainstreaming of veganism through celebrity thus potentially helps reframe an ignored or stigmatised identity and practice (Greenebaum, 2012a), in a positive and accessible way (Marshall, 1997).…”

“…al., 1999;Greenebaum, 2012a) -I approach this analysis of celebrity vegans from a position of critical (self) reflection, mindful, on the one hand, that even a reduction in human consumption of meat and dairy will have an important material effect upon animal suffering and climate change mitigation, whilst also attentive to the possibilities and limitations of the ethical dimensions of veganism being reframed through celebrity work. Whilst Greenebaum (2012a) as "a way of living which seeks to exclude, as far as is possible and practicable, all forms of exploitation of, and cruelty to, animals for food, clothing or any other purpose". Being vegan is not simply a dietary choice but a "philosophy and ethic" (Greenebaum, 2012b, p. 129) that constructs a lifestyle based upon non contribution to all forms of animal exploitation.…”

“…al. 2003;Greenebaum 2012aGreenebaum , 2012b, and conflict with family and friends, thus affecting vegans' interaction with others (McDonald et. al, 1999).…”

“…Over time, a non-confrontational approach is adopted (McDonald et. al 1999;Greenebaum 2012a), leading to the prioritization of "leading by example", educating about the health benefits of being vegan (Greenebaum, 2012a) and the mundane and routinized aspects of preparing vegan food (Sneijder and Hedwig, 2009). …”