Meat, Morality, and Culture Wars

This paper examines the portrayal of veganism in Australia’s conservative media, focusing on The Australian, The Daily Telegraph , and The Herald Sun in the 15-year period between 2009 and 2024. Through a qualitative content analysis, it identifies three key phases in media narratives: early dismissal and mockery (2009–2016), intense cultural and political polarization (2017–2020), and simultaneous mainstreaming and persistent backlash (2021–2024). Across these phases, recurring frames shaped public perceptions of veganism, portraying it as an existential challenge to Australian cultural identity and economic stability. The analysis reveals how conservative media strategically aligned veganism with broader “culture war” narratives, reinforcing social divisions and mobilizing political allegiances. In so doing, this study contributes to understanding the political and cultural work of media framing in environmental and ethical debates, offering insights into how dietary choices can become symbolic battlegrounds in contemporary public discourse.

Dismissal · Existentialism · Frame analysis · Framing (construction) · Identity politics · Mainstream · Politics · Public discourse · Public opinion · Agriculture Sustainability and Environmental Impact · Geographies of human-animal interactions · Organic Food and Agriculture