“Actually, I Don't Eat Meat”: A Multiple-Goals Perspective of Communication About Vegetarianism

Abstract

Engaging in non-mainstream behavior can be challenging to negotiate communicatively, especially when it involves the simple but necessary task of eating, a lifelong activity that is often done in others’ company. Through face-to-face, semi-structured interviews of 20 vegetarians, this study used a multiple-goals perspective (Goldsmith, 2004; Goldsmith, Gumminger, & Bute, 2006) to examine the communicative dilemmas faced by vegetarians. This investigation suggests unique self-presentational challenges for vegetarians (e.g., being true to oneself yet fitting in; talking about vegetarianism without judging others) and identifies strategies that “healthy deviants”—people who violate society's norms in relatively healthy ways—can use to discuss their lifestyle choices. Findings offer practical implications for how communication can help people enact or sustain potentially stigmatized healthy lifestyles while maintaining their relationships.

Keywords:

• Health
• Multiple Goals
• Stigma

Notes

Vegetarians are distinct from pescatarians, who consume seafood but no other meat, and vegans, who eat neither meat nor meat byproducts, including eggs, dairy, and often honey.

Additional information

Notes on contributors

Lynsey Kluever Romo

Lynsey Kluever Romo is a doctoral student in the Department of Communication Studies, The University of Texas at Austin, where Erin Donovan-Kicken is an Assistant Professor.