Today plant-based alternatives to animal-agricultural products are made available or developed alongside 'cultured' meat, and products utilising genetic modification. To proponents, this signifies the emergence of 'cellular agriculture' as a food-production field or the possibility of a 'post-animal bioeconomy': a way to safely and sustainably produce animal products without animals. Drawing on previous work on ontological politics enables acknowledging how these novel objects unsettle animal products' ontological stability, thereby offering a practical case of how the world is multiply produced. An important emphasis within this tradition is the situated nature of reality-making practices. Consequently our analysis, focusing on different practices, sites and objects compared to influential studies of ontological politics, necessitates bringing in hitherto relatively unexplored political-economic relations and legal processes. As global processes and problem formulations, laboratories, and national or regional regulations come together to remake realities the ontological-political dynamics determining the fate of cellular agriculture or a post-animal bioeconomy becomes shaped by a combination of conflicts and budding collaborations between proponents of new technologies and established livestock interests. Understanding these dynamics requires tracing both how post-animal products reshape the world they are introduced into, and acknowledging the friction evident as reality-carrying objects leave their laboratories.

Tropes of 'effeminized' masculinity have long been bound up with a plant-based diet, dating back to the 'effeminate rice eater' stereotype used to justify 19th-century colonialism in Asia to the altright's use of the term 'soy boy' on Twitter and other social media today to call out men they perceive to be weak, effeminate, and politically correct (Gambert and Linné). This article explores tropes of 'plant food masculinity' throughout history, focusing on how while they have embodied different social, cultural, and political identities, they all serve as a tool to construct an archetypal masculine ideal. The analysis draws on a wide range of material from the 19th and 20th centuries, as well as a qualitative media analysis of #SoyBoy tweets posted between October 2010 and August 2018. It argues that, given that we live in a world steeped in 'coloniality' (Grosfoguel), it is no wonder that sexist and racist colonial-era tropes are alive and well today, packaged in a 21st-century digital culture form. In the digital politics of the alt-right, dairy milk has become a symbol for racial purity, connecting pseudo-scientific claims about milk, lactose tolerance, race, and masculinity. The term 'soy boy' provides a discursive counterpoint, relying heavily on colonial-era stereotypes of so-called 'effeminate' plant eating, often linked to Asian and other non-white cultures. The article concludes by arguing that for those working to reframe centuries-old norms and tropes related to race, sex, and humankind's relationship to other animals, part of that work may take place online using the tools of social media and reappropriation of derogatory language. However, ultimately the power of social media to change norms and minds depends on the power of the social movements driving those changes; success is likely to only come through a robust anti-racist, colorconscious, and gender-conscious vegan movement (Harper)

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This article analyzes producer-consumer relations in social media marketing in the Swedish dairy industry. The article discusses how ideas of interspecies intimacy are publicly performed in an interactive process between the dairy industry producers and social media users. Two examples from the Swedish dairy industry were chosen for analysis: one Instagram account and one Facebook account. The analysis shows how the pages are premised on spectacularly visualizing the emotional labor and performances of cows for capital accumulation. The dairy industry's social media presence encourages the media users to engage in building the perception that Swedish dairy farms represent an idyll where the cows are willing producers of the milk that is taken from them, and the dairy industry is loving, caring, and compassionate. Thus, the social media marketing represents a co-opting not only of the ideals of participation that social media holds but also of the ideals of ethical consumptions.

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