Beyond Morality: Developing a New Rhetorical Strategy
In this article, author Maxim Fetissenko presents a critique of animal advocacy strategy focused on moral arguments, and offers possibilities for alternative approaches based on appealing to human self-interest. Using the slavery abolition and anti-apartheid movements as historical precedents, Fetissenko notes that such movements have always had a strong ethical / moral component, but their results were ultimately bolstered by the self-interest of others. Outlining examples of current animal advocacy campaigns, such as Proposition 2 in California, the author seeks to understand and analyze why certain strategies appeal more to the general public, and how they can be altered to get a better outcome for animal rights. READ MORE








