Rethinking Veganism in the Digital Age. Innovating Methodology and Typology to Explore a Decade of Facebook Discourses

This article examines expressions of veganism on Facebook through a combination of qualitative social science and computational methods. Drawing on a corpus of 200,000 messages published between 2010 and 2020, it identifies distinct lexical worlds and proposes a typology based on individual versus collective focus and inward versus outward orientation. The study highlights four main functions of social media in vegan discourse: self-documentation and resource sharing, advocacy and education, identity and community formation, and support and mobilization.