The sexual politics of veggies: Beyoncé’s “commodity veg*ism”

Fegitz, Ella and Pirani, Daniela
(2018) The sexual politics of veggies: Beyoncé’s “commodity veg*ism”. Feminist Media Studies, 18 (2). pp. 294-308.

[thumbnail of Completed manuscript (after Accept with Minor Revisions).doc] Text
Completed manuscript (after Accept with Minor Revisions).doc - Author Accepted Manuscript

Download (125kB)


This article explores the way vegan and vegetarian diets have been articulated within neo-liberal post-feminist culture. While these diets have an important role for vegetarian eco-feminists, as signs of resistance against the patriarchal and capitalist exploitative system, in post-feminism they have become sexy and business oriented. This shift is analyzed through the case study of Beyoncé’s involvement with the commercial enterprise “22 days,” a dietary regime that involves the elimination of any animal product for 22 days. Our argument is that while eco-feminists have embraced vegetarian and vegan regimes as ethical and political choices, post-feminism depoliticizes and deradicalizes them. In this way, they become part of an individualistic project that emphasizes empowerment and meritocracy; choice, agency, and responsibilization; and the focus on a healthy, sexy body. Ultimately, the post-feminist articulation of vegan diets promotes a form of “commodity veg*ism,” that is not only devoid of any critical force, but also reproduces existing patterns of discrimination and inequality. We use the term veg*ism to indicate the fluid uptake of vegan and vegetarian diets, whereby the avoidance of animal products relies more on an individual than on ethical and/or political choice.

Item Type: Article
Uncontrolled Keywords: 4405 Gender Studies, 44 Human Society
Depositing User: Symplectic Admin
Date Deposited: 22 Oct 2018 10:35
Last Modified: 21 Jun 2024 10:28
DOI: 10.1080/14680777.2017.1358200
Related URLs: