The sexual politics of veggies: Beyonce's "commodity veg*ism"

Fegitz, Ella and Pirani, Daniela ORCID: 0000-0002-1042-2608 (2018) The sexual politics of veggies: Beyonce's "commodity veg*ism" FEMINIST MEDIA STUDIES, 18 (2). pp. 294-308. ISSN 1468-0777, 1471-5902

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Abstract

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:	Food, gender, post-feminism, commodity veg*ism, eco-feminism
Depositing User:	Symplectic Admin
Date Deposited:	22 Oct 2018 10:35
Last Modified:	22 May 2026 19:09
DOI:	10.1080/14680777.2017.1358200
Related Websites:	Author Publisher
URI:	https://livrepository.liverpool.ac.uk/id/eprint/3026960
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