ABSTRACT
This chapter evaluates the efforts of anti-meat advocates to convince more people to practise vegetarianism and describes the state of global vegetarianism activism. The central argument is that the protean nature of meat production and consumption challenges anti-meat advocates to construct persuasive narratives of the vegetarianism message. While such narratives are largely knowledge driven, there exists considerable scope to infuse normative exhortations in them. Drawing on primary research done in Singapore, this chapter shows the ambiguity and challenges faced by anti-meat advocates in their quest to construct narratives that balance science and emotional appeal to not consume meat. The message of environmentalism is also seen as too broad and vague to begin with and framing vegetarianism advocacy in the context of environmentalism might result in advocates needing to narrate two different arguments. This suggests that advocacy efforts must consistently collapse any distinctions between facts and values and indeed, emphasize the transformative potential of vegetarianism in reordering their moral bearings.
