Managing Impressions

Abstract

Goffman’s concept of impression management, front stage/backstage, and face work are used to explain how the participants in this qualitative study engage in promoting veganism and vegetarianism to omnivores in daily interactions. The participants often feel silenced by stereotypes, misinformation, and conflict. They believe that this persistence of stereotypes is a psychological defense mechanism by omnivores to mask feelings of guilt. To manage this tension and present this cause in a positive light, vegetarians and vegans engage in “face-saving” techniques to protect both parties from attack and alienation. These include rejecting “in-your-face” confrontations and adopting preventative “face-saving” strategies such as avoiding confrontation, waiting for an appropriate time, focusing on health benefits, and leading by example.