How is positive deviance utilised by the news media in the destigmatisation of a consumption practice? I study this question in the context of veganism through critically informed frame analysis of a major British newspaper, the Daily Mail. This context is ideal for such an analysis as the image of veganism has been transformed in the recent years from a stigmatised lifestyle to a normalised, healthy diet. Furthermore, this transformation has particularly taken place through celebrities, who are conceptualised as positive deviants. I then develop a discursive framing perspective of the role of media in the destigmatisation process of a consumption practice. The resulting framework shows how media can use positive deviance in destigmatisation by managing both the boundaries of the stigmatised practice and the dynamics of positive deviancy. Moreover, this framework contextualises the different frames in terms of the organisational, institutional, and national context as well as macro-level ideologies.

As extant literature on social media has generally focused on investigating the psychological factors, which makes a person more susceptible to social media addiction, it has not yet investigated how social media addiction is portrayed by the media. However, the media framing of addictions can have considerable implications for consumers, as extant literature has shown them to use media texts as cultural resources through which they attempt to understand and justify their behaviour. The media can also have more indirect effects by, for instance, driving stigmatization or public policy initiatives. Thus, this study compares the media framing of social media addiction in the United Kingdom and the United States through longitudinal, mixed‐methods frame analysis. It then extends the extant literature by showing how social media addiction has been framed in both the United Kingdom and United States. It shows that concern regarding the issue has increased in both countries. In addition, the findings show that while previously social media addiction has been seen as an individual, psychological problem, concerns about the addictiveness and, thereby, about the lacking public policy measures have also increased in both countries. Implications for individual consumers, public policy and managers are considered.

No abstract