Meat, Men & Masculinities: how social media and interpersonal communication processes shape the connections between masculine identities and meat consumption.

Although an over-consumption of meat relates to health- and sustainability problems, many people, men in particular, eat more meat than recommended. An underlying cause of men's over-consumption of meat may be the widespread belief that "real men eat meat". This belief fits hegemonic, patriarchal views on masculinity, but does not fit newer, more inclusive forms of masculinity. Newer forms of masculinity are gaining momentum, and at the same time also meatless diets seem to be on the rise. The general scope of this project is to study potential connections between (not) eating meat and beliefs about masculinity. In concrete terms, we will study: (1) how social media portray meat, men and masculinities; (2) investigate if and how men's decision to (not) eat meat relates to interpersonal processes of othering and polarization; and (3) study how meat, men and masculinities intersect on the cultural, interpersonal, and individual level of food choice behavior. Quantitative and qualitative content analyses will be used to study (1) Instagram and Twitter content about meat and masculinities. Experiments with self-report and psycho-physiological measures will be used to study: (2) interpersonal processes of distancing, othering and tension-relief, and (3) the effect of social media content and interpersonal interactions on men's choice to eat or not to eat meat. The outcomes may offer timely and necessary solutions to assist avid male meat eaters to reduce their meat intake.

Keywords:MEDIA AND CULTURE, FOOD CONSUMPTION, FOOD MEDIA, GENDER STUDIES

Disciplines:Interpersonal communication, Science and health communication, Gender and media, Media audience research

Project type:Collaboration project