ABSTRACT
The influencers in the plant-based health community, in trying to appeal to a mainstream audience in individualistic terms, run the risk of isolating themselves from vegan animal welfare and environmental advocacy proponents. Such isolation leads to a bounded discourse community of Whole Foods Plant-Based (WFPB) advocates debating among other diet pundits rather than expanding advocacy outward. This chapter outlines some anxieties that lead to this bounded discourse community and the rhetorical and ideological frameworks that influence specific appeals and arguments.
