Veganism is certainly a topic that is increasingly appearing in the media and provokes differing opinions on this type of eating. Due to this and increasing media coverage, the number of individuals who either advocate or strongly oppose it has increased. It can also be observed in Slovenia, there is an increasing demand for vegan-friendly products and services. With the chosen theme, I wanted to show that despite the progress and openness of the Slovenian nation, veganism is still under great doubt and criticality. People are increasingly relying on online media, which in their content and way of writing, communicate and construct our reality. The aim of this diploma was to find out the media coverage and attitude of the media towards veganism. The empirical part of the thesis is based on a thematic analysis of the most read central web media. In doing so, I found that there were several different discourses in the selected articles and that the authors of the articles in both discourses were both positive and negative.
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