Vegan Digital Activism: Navigating Ideological Tension Through Content Creation - An Exploratory Digital Ethnography

discourse beyond traditional movement structures. This study aims to explore the role of lived experiences in digital activism to foster inclusion participation and navigate ideological boundaries within the vegan movement. Using a digital ethnographic approach, this research will incorporate semi-structured interviews and Instagram content analysis examining how vegan food establishment content creators navigate tensions, leverage personal narratives, and mobilize diverse audiences. By analyzing creators’ lived experiences and their role in shaping digital activism, this study seeks to contribute to information systems and digital activism discussions by advancing a sociotechnical perspective exploring how personal storytelling, platform affordances, and ideological tensions shape meaning-making and identity within fragmented digital movements.