Critical and Cultural Studies Commons^™

Stepping Up To The Veggie Plate: Framing Veganism As Living Your Values, Carrie Packwood Freeman

Carrie P. Freeman

America’s animal rights organizations have increasingly focused on vegetarian campaigns to protect the growing number of animals who are farmed and fished. But on what basis do these animal rights organizations promote plant-based diets in ways that will resonate with a meat-eating American public? To determine how animal rights organizations align their values with those of the public, this textual analysis examines how values are framed in the print and electronic food advocacy campaign messages of five national animal organizations in 2008. Findings reveal that campaigns associate veganism with altruism, health, environmental responsibility, and humanitarianism. Campaigns appeal to Americans based …