Animal Rights Food Advocacy: Building Bridges Between Species and Causes Carrie P. Freeman Georgia State University,
[email protected] Abstract Through a unique frame analysis of animal advocacy food campaign materials (ex: pamphlets, website content, videos, stickers and t-shirts) at five prominent U.S. animal rights organizations (Compassion Over Killing, Farm Animal Rights Movement, Farm Sanctuary, PETA, and Vegan Outreach), I answer questions, such as: How is the animal rights movement defining core problems and solutions regarding animal farming and fishing? Do their frames appeal more to human self-interest, environmentalism, or altruism toward animals (human and/or nonhuman)? I also make recommendations for what they should communicate to remain culturally resonant while promoting needed long-term social transformation away from viewing other animals and nature as resources. I prioritize “ideological authenticity” in campaigning, framing "go veg" messages not only around compassion, but also around principles of ecological responsibility, liberty, and justice, convincing people it's unsustainable and unfair to farm anyone. To fit with the COCE conference theme of building bridges, my paper emphasizes the frame alignment processes that animal activists used to build bridges between different species and between different causes. For example, they used frame amplification to magnify people’s existing concerns for the welfare of nonhuman animals, humans, and nature to show how factory farming/fishing (meat-eating) is associated with