um estudo etnográfico do ciberativismo vegano no Brasil

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Universidade Federal de Goiás


The use of the internet is part of the daily life of a good part of Brazilian society, and, mainly, of social networks, which have functioned as facilitators for the propagation of information. As a result, social movements, such as veganism, have gained increasing visibility. This dissertation aims to reflect on how the vegan movement occupies Facebook, a wide-ranging social media or social network, establishing social relationships and its political strategy for mobilizing, creating and disseminating content. And yet, to reflect on how the neoliberal capitalist logic works in the sense of appropriating some speeches of the movement in an attempt to co-opt its members for the process of normalization of conducts favored by a Uni-World ontology. Considering the various elements that come together to form an understanding of a social world without “animal exploitation”, the anthropological look is an important tool to analyze how people who are part of the vegan social movement have their practices, customs and relationships changed because they consider that humans and animals have similar rights, due to being sentient beings, and how they use social networks to publicize their way of life and at the same time to strengthen themselves by maintaining relationships with other vegans. The same networks become the scene of several controversies, which will be described in the course of this dissertation, as they directly reflect the plurality of thought within the movement.



DUARTE, F. R. um estudo etnográfico do ciberativismo vegano no Brasil. 2020. 116 f. Dissertação (Mestrado em Antropologia Social) - Universidade Federal de Goiás, Goiânia, 2020.