ABSTRACT
This chapter extends research on the dramaturgical aspects of social movement activities by explaining how one social movement constructs its public image in response to popular and profession constructions of the body weight of its members. It contributes to sociological understanding about how social movements negotiate their images in the public sphere by neutralizing negative stereotypes perpetuated by outsiders. The chapter examines the links between social movement culture and organizational strategies in the vegetarian movement based on a broader study. It utilizes a multifaceted research design that includes a review of mainstream popular press literature about vegetarians; a review of printed matter from nine national vegetarian organizations; and a review of other vegetarian movement literature, products, and services. The chapter analyzes the North American vegetarian movement at its broadest scope to better understand the trends, patterns, and inconsistencies in the movement as a whole, as it operates in its cultural and structural environments.
