Gao, F. (author), Zhang, W-A (author), Lu, S-Q (author), Xu, Q-X (author), and Information Engineering College, Zhejiang University of Technology, Hangzhou 310032, Zhejiang, China
Format:
Journal article abstract
Publication Date:
2009-10
Published:
China
Location:
Agricultural Communications Documentation Center, Funk Library, University of Illinois Document Number: D08006
Cooper, Barbara E. (author) and Leslie, Phil (author)
Format:
Guide
Publication Date:
1982
Published:
USA
Location:
Agricultural Communications Documentation Center, Funk Library, University of Illinois Box: 98 Document Number: C08164
Notes:
Theodore Hutchcroft Collection, Columbia, MO: University of Missouri, 1982. Communications Guide CM202. 6 p. (In: North Central Regional Extension Publication no. 212)
21 pages., via online journal., This article offers a critical rhetorical ecofeminist analysis of the Meatless Monday campaign, a U.S.-based meat reduction initiative focused on public health and the environment. By examining the campaign's online discourse, the study sheds light on vegetarian advocacy defined by an apolitical small-steps strategy and identifies constraints on the campaign's significant empowerment potential. Extending past scholarship on how some vegetarian discourses resist and reproduce meat-eating culture's hegemonic norms of gender, race/ethnicity, class, and human–nonhuman relations, I develop and demonstrate what I call the critique of neoliberal backgrounding as an intersectional ecofeminist heuristic. I conclude that the campaign should address the meaningful consequences that its affirmation of neoliberalism has for its targeted areas of concern and for interconnected societal problems.
