The THE PROMOTION OF VEGANISM BY INFLUENCERS. A CASE STUDY OF SELECTED INSTAGRAM PROFILES

Abstract

Social media functions as a space for various activities, not only in the personal or business dimension, they are also a tool for promoting important ideas. Social media can be used by both institutions and private individuals – especially influencers who reach a wide audience with their message. The article discusses the issue of the promotion of veganism by (social) influencers. The author analyses, in a form of a case study, selected Instagram profiles in terms of content and form of messages in order to do this. The starting point for the considerations is the characteristics of social media (with particular emphasis on Instagram) and the explanation of the term influencer and other related issues. The article also introduces the issue of the multidimensionality of veganism.