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Freeman, Carrie P. (2014).
Framing Farming: Communication Strategies for Animal Rights.
New York: Rodopi Press.
TABLE OF CONTENTS
Foreword
11
Author’s perspective and background
Acknowledgements
Dedication
Chapter 1: Introduction
17
Themes and Theses in This Book
The Unique Contributions of This Book
Social Significance of Vegetarianism & Animal Rights
The Structure and Content of This Book
Word Choice
PART I
Overview of Animal Rights,
Vegetarianism, and
Communication
Chapter 2: Ethical Views on Animals as
Fellows & as Food
33
Development of Animal Activism in the United States
Western Thought on Other Animals
Western Vegetarian Ethics
Human Eating Habits
Chapter 3: Activist Communication
Strategy & Debates
67
Communication and the Social Construction of Reality
Strategies for Social Movement Organizations
Ideological Framing Debates in U.S. Social Movements
Ideological Framing Debates in the Animal Rights Movement
§ Distinctions between Animal Rights and Animal Welfare
§ Framing around Incremental Abolition Goals
§ Farmed Animal Framing Debates in the Animal
Rights Movement
§ Framing of Vegetarianism
PART II
How U.S. Animal Rights Organizations
Frame
Food Campaign Messages
Chapter 4: Defining Problems & Culprits,
Proposing
Solutions
103
Animal Rights Organizations in My Study Sample
§ People for the Ethical Treatment of Animals (PETA)
§ Farm Sanctuary
§ Farm Animal Rights Movement (FARM)
§ Compassion Over Killing (COK)
§ Vegan Outreach
Descriptive Findings From my Study of Activist Framing
§ Framing Problems
§ Framing Solutions
§ Summary of Findings
My Evaluation of Activist Framing in Context of Animal Rights
§ A Vegan Solution as a Fit with Problematizing
Agribusiness’s
Existence Not its Cruelty
§ Making a Commodification Problem Frame
(of All Animal Farming) Fit a Vegan Solution
§ The Problem Frame of Killing as a Fit for the Solution
Frame of Veganism
§ Problematizing a Meat-Based-Diet’s Harm to Humans,
the Environment,
and
Wild Animals
§ Problem Frames and Their Relation to the
Value of Moral Integrity
Chapter 5: Appealing to Values –
Constructing a Caring Vegan Identity 129
Appeals Made to Altruistic Values
Appeals Made to Idealistic Values
Appeals Made to Personal Wellbeing Values
My Evaluation of the Implications of Values-Based Appeals
Chapter 6: Appealing to Altruism or Self-Interest?
165
Animal-Centered Versus Anthropocentric Appeals
Anthropocentric Altruism
Environmental Messages, Both Altruistic and Self-Interested
Mental Health & Morality: How Self-Interest Overlaps with Altruism
My Analysis: In Support of Promoting Animal-Centered Altruism
Chapter 7: How Movement Leaders Explain
Their
Strategic Choices
177
What They Had to Say
§ Justifications for Choosing Animal-Centered vs
Anthropocentric Appeals
§ Animal-Centered Messages
My Assessment of Decision-Making Choices in
Strategic Communication
PART III Strategic Communication
Recommendations
for
Vegan Activism
Chapter 8: Activists’ Latest Insights & Projections
203
Latest & Greatest Veg Campaigns
Core Causes of Animal Exploitation
Strategy
Values
Defining the Problem with or as Animal Agriculture
Meat Reduction
Vs.
Veganism or Meat Reduction
to
Veganism
Future Vision for Farmed Animal Protection
Chapter 9: My Recommendations for Ideological
Authenticity in Framing Animal Rights
225
Recommended Problem Frames
§ Injustice
§ Cruelty & Suffering
§ Environmental Destruction
§ Where to Place Blame for Problems
Recommended Solution Frames
§ Values-Based Solution: Respecting the Mutual
Subject
Status of Fellow Sentient Animals
§ Consumer-Based Solution: Eating a Plant-Based Diet
§ Citizen-Based Solution: Working Collectively
to Create
a Just Humanimality
My Recommendations Considered In Theory
§ Ideological Authenticity with Expediency in Mind
§ Increasing the Resonance of Transformative Frames
§ Changing Worldviews
§ Demonstrating Flexibility to Avoid Extremism
§ Inspiration to Act
A Caveat: Keeping Independence In Mind
Works Cited
265
Index
281