In the United States, many people have turned to an alternative diet, veganism. The vegan diet contradicts R.W. Connell's (43) theory of hegemonic masculinity, which is supported by the domination of women and animals. This study focuses on the masculinity represented through promotion of veganism for men in two books, Meat is for Pussies by John Joseph and Skinny Bastard by Rory Freedman and Kim Barnouin, and vegan related articles in four US men's magazines: GQ, Esquire, Men's Health Magazine, and Men's Fitness Magazine. These vegan-explicit texts, written for a male audience, reinforce the heteronormative idea of masculinity through masculine language and images of real men. Overall, the study found that these books and magazines promote a masculinity that does not support traditional reasons for veganism such as exploitation of animals and the environment, individual health. These findings suggest that books and health magazines that advocate for veganism do so in a way that maintains hegemonic masculinity rather than creating a new, more encompassing idea of what men can be.


Maria Bevacqua

Committee Member

Jocelyn Stitt

Committee Member

Paul Prew

Date of Degree




Document Type



Master of Arts (MA)


Social and Behavioral Sciences

Creative Commons License

Creative Commons Attribution-NonCommercial 4.0 International License
This work is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License



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