Reconfiguring everyday eating : Vegan Challenge discussions in social media

The shift of society toward sustainable food culture requires collectively challenging meat and dairy-based diets and their role in current practices of eating. This study focuses on how discussions in social media can facilitate reconfiguration in eating. Three practice-theoretical perspectives - practices constituting of elements, eating as a compound practice, and communities of practice - afford us with analytical tools to investigate eating and how the constituting elements are negotiated and recrafted in social media discussions across the compound practice. As empirical data, we use altogether 14,250 social media messages on the Finnish Vegan Challenge campaign. By combining qualitative content analysis with topic modeling, we capture the various themes occurring in these discussions and their relation to changes in eating practices. The results show that within these discussions, social learning among peers covered the whole sphere of eating-related practices from production and distribution to purchasing and cooking vegan food, and to sharing stories and experiences of veganism. Our findings illustrate how these discussions can be seen as forming a reconfigurative community of practice, which can potentially support and facilitate social change of eating toward sustainability also outside the Vegan Challenge community.Peer reviewe