Flipping The Script: Creating Mass Change Through Social Networking Sites

This chapter proposes to Flip the Script of the prescribed diet in USA today that primarily revolves around eating meat. The consumerization of the consumption of meat is pervasive in this country, and individuals are culturally constructed to believe animal proteins are essential to the human diet. Using script theory, this chapter examines social networking sites (SNSs) as channels for implementing a mass dietary change in today\u27s society, that which excludes meat. Script theory determines that individuals use instrumental knowledge of how to understand, react, and respond to situations that are repeatedly encountered. Being ideal spaces for initiating social changes, SNSs replicate real-life situations and are platforms, whereby messages can be shared, promoted, and exchanged in a global networked public