Framing Farming

Framing Farming: Communication Strategies for Animal Rights -- Table of Contents -- List of Images -- Foreword -- Author's perspective and background -- Acknowledgements -- Dedication -- Chapter 1: Introduction -- 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 -- 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 -- 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 -- 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 -- 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? -- 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 -- 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