ABSTRACT
A rhetorical theory of veg(etari)anism must acknowledge both the historical reasons for vegetarianism and veganism and the exigencies of the current moment, as we are experiencing global climate change that is leading to planetary transformation. The critical and transformative potential of veg(etari)an discourse cannot be underestimated, as a vegan practice is not limited to meat abstention and animal welfare, but it has implications for the way we treat vulnerable human populations, global intersectional justice, and the very future of the planet. This chapter outlines a polyphonic rhetorical theory of veg(etari)anism, along four parallel and substantive lines of reasoning addressing a variety of motives and audiences: ethical veganism, social and ecological justice, medical and cosmetic neoliberalism, and pragmatism.
