PETA’s Rhetoric Of Agitation: Identification As The Basis For Animal Rights
Original abstract:
“The literature used by People for the Ethical Treatment of Animals (PETA) to maintain its membership committed to the cause of animal rights was examined from a rhetorical perspective. Cheney’s (1983) qualitative typology to study the prose utilized by organizations in their internal communication served to determine the strategies and tactics used by PETA. Ultimately, Bowers, Ochs, and Jensen’s (1993) model to study the rhetoric of agitation and control served to determine what might be the future of PETA as a social movement organization.”