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Hegans: An Examination Of The Emerging Male Vegan, Justine Ann Johnson

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In the United States, many people have turned to an alternative diet, veganism. The vegan diet contradicts R.W. Connell's (43) theory of hegemonic masculinity, which is supported by the domination of women and animals. This study focuses on the masculinity represented through promotion of veganism for men in two books, Meat is for Pussies by John Joseph and Skinny Bastard by Rory Freedman and Kim Barnouin, and vegan related articles in four US men's magazines: GQ, Esquire, Men's Health Magazine, and Men's Fitness Magazine. These vegan-explicit texts, written for a male audience, reinforce the heteronormative idea of masculinity through masculine …