Beyonce's use of veganism through her '22 day challenge' is a business opportunity which promotes discrimination, according to two professors.
An article written by the academics, titled The sexual politics of veggies: Beyoncé’s “commodity veg*ism, claims the singer's promotion of veganism as a diet 'reproduces existing patterns of discrimination and inequality'.
In the article, the authors look at the implications of veganism within a post-feminist context.
Ella Fegitz and Daniela Pirani, both professors at the University of London, describe the 22 day vegan challenge as a 'post-feminist dietary practice' - which 'reproduces existing patterns of discrimination and inequality'.
They claim this is a consumerist form of veganism which simply promotes the concept of a 'sexy body'.
Fegitz and Pirani write: "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."
They add: "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."
Maria is a former magazine editor, newspaper reporter, and features writer. Her writing has been published by The Guardian, The Huffington Post, and various regional newspapers, as well as Vegan Life magazine and Vegan Trade Journal. She has interviewed a huge range of people, from Prime Ministers to authors, activists, pop stars and actors, and enjoys the varied range of topics writing for PBN allows her to tackle. You can follow her on Twitter @MariaChiorando and Instagram @mariachiorando.
Disclaimer: The opinions expressed in this article are prepared in the author's capacity and do not necessarily reflect the views and opinions of Plant Based News itself.
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