Search results

This study aims to examine how veganism is “seen” by young adult non-vegan consumers and how prevailing attitudes reinforce or challenge stigmas around veganism.

Photovoice methodology was used to explore young non-vegan consumers’ attitudes and beliefs towards veganism. Data was collected from students studying advertising at a major university in Australia, who produced images and narratives reflective of their own attitudes towards veganism. Polytextual thematic analysis of the resulting visual data was then undertaken to reveal the dominant themes underpinning participants’ attitudes. Participant narratives were then reviewed to confirm whether the ascribed meaning aligned with participants’ intended meaning.

Participant images were reflective of first, how they saw their world and their place within it, which showed the interplay and interconnectedness between humans, animals and nature, and second, how they saw vegans within this world, with both positive and negative attitudes expressed. Interestingly, vegans were simultaneously admired and condemned. By situating these attitudes along a spectrum of moral evaluation, bounded by stigmatisation and moral legitimacy, participants saw vegans as being either Radicals, Pretenders, Virtuous or Pragmatists. For veganism to become more widely accepted by non-vegans, there is an important role to be played by each vegan type.

This study offers a more nuanced understanding of how and why dissociative groups, such as vegans, become stigmatised, which has implications for messaging and marketing practices around veganism and associated products/services. Future research could use a similar methodology to understand why other minority groups in society are stereotyped and stigmatised, which has broader social implications.

Tactile communication that relies on the human sense of touch replicated using vibration motors is increasingly being explored for seamless communication on construction jobsite. However, the technological efficacy cannot secure the users’ acceptability of the tactile communication devices. This study aims to assess the factors affecting the wearability of such a portable tactile device based on the responses from practicing professionals.

The investigation adapted a three-step phenomenological interviewing approach to seek feedback from construction personnel in Texas, the USA, regarding the viability of wearable tactile communication. The interviewees expressed various opinions about the on-body placement upon exposure to a portable tactile feedback prototype developed for this study, which was used to derive inferences regarding the factors affecting its on-field acceptability.

All the participants of the round-table study (11 out of 11) considered tactile feedback as a viable mode of communication on construction jobsite. Seven professionals supported the integration of a tactile device with the hard hat, whereas the rest preferred tactile eyeglasses. Weatherability, rechargeability, traceability, safety and social receptivity were identified as the major factors affecting the on-body placement of the wearable tactile communication device.

This paper presents a roadmap to gain construction industry opinion on the factors that can affect the on-body placement of a wearable tactile communication device. The five aforementioned factors impacting tactile communication acceptability were used to evaluate 10 potential on-body placements. The findings have implications for research and development of wearable tactile devices and the subsequent acceptability of such a device on the jobsite.