Morality on tap: The production and consumption of morality by 'Vegandale'

摘要

This article details the development of “Vegandale”, a corporate-vegan retail project within the borders of the traditionallymarginalized Toronto neighbourhood of Parkdale. This retail development has set out on a spatial discursivebranding takeover of the neighbourhood, with the goal of changing the space-and the wider features of capitalism-through decontextualized consumption practices. This paper seeks to understand the social space and discursiveconsequences of this incursion of “ethical entrepreneurialism” into a marginalized but gentrifying neighbourhood.Ultimately, this paper will show the imaginary of post-speciesism and moralistic consumption masks the structuralrealities of capitalism and invisibilizes humans in its exploitative social relations, rendering its project as just anotheraspect of actually-existing neoliberalism in the gentrifying creative city of Toronto.