Militant. Radikal. Vegan.: En kvalitativ studie av hur veganism porträtteras i svensk press

Sammanfattning: The aim of this essay is to analyse how Swedish newspaper portraits vegans and veganism during the year of 2015. Through a quantitative content analysis and a critical discourse analysis the result shows that the topic veganism is underrepresented in Swedish newspapers. The negative discourses are in majority of the material, while the positive discourses are underrepresented. The negative discourses shows veganism as an unsustainable lifestyle where vegans misses to eat animal products as well as they are portrayed as militant, radical and aggressive. The positive discourses fabricates veganism as a positive impact on health-, environmental- and moral perspective. Although the health- and environmental discourses takes a positive side veganism, it also shows the perspective of the way the meat culture takes place in our society and that a vegan point of view never can be described without the meat culture being defended in some way.