O movimento social vegano no Brasil: um estudo sobre os ativismos digitais nas mídias sociais do Facebook e YouTube

Abstract

This dissertation aims to analyze the vegan social movement in Brazil and its digital activism on social media. With the intensification of the use of new information technologies, the digital environment has become a space where vegans use social media to exercise and enhance their activism. During the period from November 2021 to April 2022, netnography was carried out in two groups that deal with veganism on the Facebook social network and data extraction was carried out on the YouTube Data Tools platform regarding the content of vegan channels on the YouTube platform. Given the material found, a content analysis was carried out of publications posted on Facebook and videos published by specific channels on YouTube that focused on veganism. This analysis demonstrated how vegan activists make intense connections with other social movements and their use, in specific ways, of social networks to promote debate on their agendas; to organize its actions and incorporate new followers. Therefore, the results indicate that social media have become fundamental for the structuring, development, growth and consolidation of the vegan social movement in Brazil.