Abstract

This article is concerned with the dynamic of social change in the domain of food consumption and seeks to understand the role played by social representations in the transformation of daily food practices. It rests on a model of change that hinges on the processes of cultivation and naturalization of new components of practices. Social representation theory is used to enhance the understanding of the ways that representations contribute to these processes of cultivation and naturalization. Using a visual and multimodal framework for analyzing online environments, the research looked at 984 Instagram posts published by 34 actors who have an interest in promoting alternative proteins in the Canadian context. Results show an emergent subfield of food consumption defined by representations of alternative proteins actively and fluidly intertwined with those of their meat and dairy counterparts. This interplay emerges as being confrontational in the cultivation phase of the model for changing practices –where alternative proteins are presented as being better than meat and dairy – but becomes much more conciliatory during its naturalization phase, in which alternative proteins are presented as being as good as meat and dairy.