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Framing farming : communication strategies for animal rights /
Finalist of the 2016 National Indie Excellence Book Awards in the Social/Political Change Category! This award honors outstanding books from smaller or independent publishers that deserve recognition \'for going the extra mile to produce books of excellence in every aspect.\' The book was...
| Clasificación: | Libro Electrónico |
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| Autor principal: | |
| Formato: | Electrónico eBook |
| Idioma: | Inglés |
| Publicado: |
Amsterdam :
Rodopi,
2014.
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| Colección: | Critical animal studies ;
2. |
| Temas: | |
| Acceso en línea: | Texto completo |
| Sumario: | Finalist of the 2016 National Indie Excellence Book Awards in the Social/Political Change Category! This award honors outstanding books from smaller or independent publishers that deserve recognition \'for going the extra mile to produce books of excellence in every aspect.\' The book was originally published by Rodopi and acquired by Brill in January 2014. To what extent should animal rights activists promote animal rights when attempting to persuade meat-lovers to stop eating animals? Contributing to a classic social movement framing debate, Freeman examines the animal rights movementĐÅÅs struggles over whether to construct farming campaign messages based more on utility (emphasizing animal welfare, reform and reduction, and human self-interest) or ideology (emphasizing animal rights and abolition). Freeman prioritizes the latter, ĐÅīdeological authenticity, ĐÅÅ to promote a needed transformation in worldviews and human animal identity, not just behaviors. This would mean framing ĐÅḡo vegĐÅÅ messages not only around compassion, but also around principles of ecology, liberty, and justice, convincing people ĐÅītĐÅÅs not fair to farm anyoneĐÅÅ. Through a unique frame analysis of vegan campaign materials (from websites, to videos, to bumper stickers) at five prominent U.S. animal rights organizations, and interviews with their leaders, including Ingrid Newkirk and Gene Baur, Freeman answers questions, such as: How is the movement defining core problems and solutions regarding animal farming and fishing? To which values are activists appealing? Why have movement leaders made these visual and rhetorical strategic choices ĐÅÅ such as deciding between appealing to human self-interest, environmentalism, or altruism? To what extent is the animal rights movement actually challenging speciesist discrimination and the human/animal dualism? Appealing to both scholars and activists, Framing Farming distinctively offers practical strategic guidance while remaining grounded in animal ethics and communication theory. It not only describes what 21st century animal rights campaigns are communicating, it also prescribes recommendations for what they should communicate to remain culturally resonant while promoting needed long-term social transformation away from using animals as resources. |
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| Descripción Física: | 1 online resource (290 pagina's) : illustraties |
| Bibliografía: | Met index, literatuuropgave. |
| ISBN: | 9401211744 9789401211741 |