“[T]he role of video clips revealing the treatment of nonhuman animals in the animal-industrial complex, typically in intensive farms and slaughterhouses, was significant in the men’s vegan transition. This is consistent with previous research that has also found that such visual material is effective in facilitating the transition to veganism and taking up animal activism, through moral shock (Fernandez, 2021; Middleton, 2015).” Social MediaActivismVeganEffectivenessVeganismDominionEarthlingsTools For ChangeVegan Transition Book:Contesting Anthropocentric Masculinities Through Veganism: Lived Experiences of Vegan Men Source: Contesting Anthropocentric Masculinities Through Veganism: Lived Experiences of Vegan Men