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Typically, research on vegetarianism has sought to identify the psychological characteristics that distinguish vegetarians from meat-eaters. Health concerns have been identified as a motivation for meat abstention. In this article, rhetorical analysis of Internet discussions about health and vegetarianism highlights the argumentative orientation of explanations for meat consumption, with the various constructions of health serving a rhetorical function. We show the dilemmatic nature of arguments about the relationship between food and health: food can promote health and cause ill-health, and suggest that meat-eating as a dominant practice is supported by the rhetorical use of notions of ‘balance’, implying moderation, inclusion and rationality. This rhetorical approach represents a radical critique of past work that assumes opinions …