Political consumption and vegan activism: dilemmas of the politicization of consumption in everyday life

Abstract

The purpose of this article is to reflect on the dynamics surrounding vegan activism and the processes of politicization of everyday life. In the formulation of this proposition, the issue of consumption emerges as an important analytical key, considering that the vegan practices are associated to a specific and selective kind of consumption which refuses, for ethical reasons based on animals’ rights, any use of animal products. In this context, boycotts and buycotts(intentional purchasing) may be considered as central elements, insofar as they constitute a first way of materializing ideas and values of an abolitionist approach to animal rights – and, therefore, are a significant tool of this political action and expression (PORTILHO, 2005; 2009). This discussion will lead to a debate over broad questions about the limits and potentialities of consumption as a political tool, its possibilities of intervention on the public sphere or even the effectiveness of this type of intervention. Aswell, it will raise the dilemma faced by these people, since the moralities implied in veganism have an extensive impact on the most diverse spheres of everyday life.