Morality-related and revolution-related arguments in Facebook discussions concerning veganism

The paper claims that in the online discussions on Facebook concerning veganism – a brand new social food habit in Western societies – one can observe the mixture of traditional moral and revolutionary arguments. The presence of almost-religious extremism impacts a veganism-related verbal and visual argumentation, and even violence against the vegans. From the technical point of view, in the discussions concerning the veganism the probability argument, the argument of going-beyond and the ad sacrificium argument prevail.