A Thematic Analysis of UK Newspapers’ Presentation of Vegans and Veganism

Abstract: This study focused on the representation of vegans and veganism in UK newspapers. Articles were collected from four national newspapers, covering the months of March and April 2019, and analysed through a thematic analysis. Carnism and framing were utilized in the theoretical framework. The goal of the analysis was to see how the practise of veganism was represented in 2019, and if this representation differed between right and left-wing publications. The results show the most dominant themes around vegan representation to be positive ones. Newspapers of both political biases frequently referenced veganism’s popularity, its health benefits, and its environmental justifications. However, animal welfare was not a frequent theme. In line with traditional conservative and liberal stances towards veganism, left-wing newspapers were more positive in their representation of vegans than those on the right.