What’s cooking? The normalization of meat in YouTube recipe videos consumed by South Asian British Muslims

Muslim consumers in the UK eat more meat than the national average. Individuals from ethnic minority backgrounds, particularly South Asian communities, experience poorer health outcomes, including diabetes and cardiovascular disease, associated with meat consumption. According to a YouGov survey, British Pakistani and Bangladeshi consumers use television cookery programs and social media (particularly YouTube) as their main digital sources of dietary information. Against this background, this study uses a mixed-method approach to show how meat is normalized in YouTube recipe content. Using quantitative analysis of 77 recent recipe videos presented by four leading British chefs (Jamie Oliver, Gordon Ramsay, Nigella Lawson and Nadiya Hussain) and halal recipe videos, we find that meat-based recipes overwhelmingly outnumber vegetarian/vegan ones, and that, whereas environmental or animal welfare concerns are hardly mentioned, health narratives feature in some videos. Using critical discourse analysis of a sample of videos, we show how meat consumption is rationalized by the “absenting” of meat’s animal origins (making it “normal”), the “defaultization” of meat (making it “natural” and “necessary”), and “positive emotional routines” (making it “nice” and “necessary”). We consider how these representations of meat serve to overcome the “meat paradox” and legitimize, and thereby normalize, meat consumption among British Muslims.