Flipping The Script: Creating Mass Change Through Social Networking Sites

Abstract

This chapter proposes to "Flip the Script" of the prescribed diet in USA today that primarily revolves around eating meat. The consumerization of the consumption of meat is pervasive in this country, and individuals are culturally constructed to believe animal proteins are essential to the human diet. Using script theory, this chapter examines social networking sites (SNSs) as channels for implementing a mass dietary change in today's society, that which excludes meat. Script theory determines that individuals use instrumental knowledge of how to understand, react, and respond to situations that are repeatedly encountered. Being ideal spaces for initiating social changes, SNSs replicate real-life situations and are platforms, whereby messages can be shared, promoted, and exchanged in a global networked public.

Publication Date

3-2-2018

Publication Title

Handbook of Research on Social Marketing and Its Influence on Animal Origin Food Product Consumption

Number of Pages

135-147

Document Type

Article; Book Chapter

Personal Identifier

scopus

DOI Link

https://doi.org/10.4018/978-1-5225-4757-0.ch009

Socpus ID

85046511940 (Scopus)

Source API URL

https://api.elsevier.com/content/abstract/scopus_id/85046511940

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