Tasting the Ethical: Vegetarianism as Modern Re-Enchantment

There is, as Andrew Rowan dubs it, a “constant paradox” in the way we treat, relate to, and consume animals in our everyday lives (Arluke and Sanders 4). This paper examines this paradox in relation to the rise of vegetarianism as a new taste and consumer culture in the West. The first part of the paper, drawing upon Bourdieu, argues that vegetarian “taste” is fundamentally a social practice linked to class and gender. It then offers a preliminary theoretical sketch of the sociological drivers and consequences of vegetarianism in latemodernity, drawing on social theory. Having established the theoretical framework, the second part of the paper turns to an empirical analysis of the moral motivations and experiences of a selection of Australian bloggers. The key argument is that the bloggers narrate vegetarianism as a taste practice that entangles self-care with a larger assemblage of non-human responsibility that works to re-enchant a demoralised consumer modernity.