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Strategies

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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

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Diffusion Communications in Animal Advocacy
In this paper, scholar Alexandria Graff makes a case for applying Everett Rogers' theory of the "diffusion of innovations" to animal advocacy. Taking veganism / animal rights as an "innovation," Graff maps Rogers' theory in relation to animal advocacy and offers a multitude of new ways for advocates to see their work. Though diffusion theory has often been a way of thinking about technological innovations - for example, we use diffusion theory when we are thinking of "early adopters" of new technologies or apps - it is very much applicable to the diffusion of social movements and their related ideas. READ MORE

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‘‘We Don’t Tell People What To Do’’: An Examination of the Factors Influencing NGOs to Campaign for Reduced Meat Consumption
With the link between climate change and intensive animal farming ever clearer and more compelling, the question of how to address meat consumption has become a matter that environmental NGOs need to concern themselves with. However, with people's dietary choices being a sensitive subject, navigating the topic of meat-eating with NGO members (and the general public) is a complicated matter to say the least. This study of 48 NGOs from across North America, as well as Sweden, found that addressing (and not addressing) meat consumption in relation to climate change is strategically and tactically complicated, both for "environmentally-focused NGOs" and "food-focused" NGOs. The authors urge new efforts from both angles to address the pressing issue. READ MORE
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September 10, 12pm-5pm ET

Fauna Connections

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