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Between “better than” and “as good as”: mobilizing social representations of alternative proteins to transform meat and dairy consumption practices

Author

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  • Claudia Laviolette

    (Laval University
    Laval University)

  • Laurence Godin

    (Laval University)

Abstract

This article is concerned with the dynamic of social change in the domain of food consumption and seeks to understand the role played by social representations in the transformation of daily food practices. It rests on a model of change that hinges on the processes of cultivation and naturalization of new components of practices. Social representation theory is used to enhance the understanding of the ways that representations contribute to these processes of cultivation and naturalization. Using a visual and multimodal framework for analyzing online environments, the research looked at 984 Instagram posts published by 34 actors who have an interest in promoting alternative proteins in the Canadian context. Results show an emergent subfield of food consumption defined by representations of alternative proteins actively and fluidly intertwined with those of their meat and dairy counterparts. This interplay emerges as being confrontational in the cultivation phase of the model for changing practices –where alternative proteins are presented as being better than meat and dairy – but becomes much more conciliatory during its naturalization phase, in which alternative proteins are presented as being as good as meat and dairy.

Suggested Citation

  • Claudia Laviolette & Laurence Godin, 2024. "Between “better than” and “as good as”: mobilizing social representations of alternative proteins to transform meat and dairy consumption practices," Agriculture and Human Values, Springer;The Agriculture, Food, & Human Values Society (AFHVS), vol. 41(4), pages 1895-1906, December.
    • Handle: RePEc:spr:agrhuv:v:41:y:2024:i:4:d:10.1007_s10460-024-10592-1
    DOI: 10.1007/s10460-024-10592-1
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    References listed on IDEAS

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    1. Michael J. Mouat & Russell Prince, 2018. "Cultured meat and cowless milk: on making markets for animal-free food," Journal of Cultural Economy, Taylor & Francis Journals, vol. 11(4), pages 315-329, July.
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