A Laughter That Will Bury You: The Morality of Plant-Based Meat Irony

When plant-based meats enter the foodscape, they face the challenge of how to communicate their nature and function to consumers: one strategy for navigating the tension between portraying conventional meat as something to be replaced and affirming their unique meaty tastiness is through ironic claims and performances. This paper seeks to analyse the moral stance of irony in plant-based meat advertisements, specifically when this irony involves the death of animals. Firstly, it presents an argument showing that, from the standpoint of veganism, ironising about animals’ death can be a moral wrong. Secondly, by relying on an interpretation of irony that leverages its potential for subverting and criticising hegemonic viewpoints, it is shown that this kind of irony can serve as a form of resistance aimed at dismantling the pervasive indifference towards the killing of animals for producing meat.