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Finalist of the 2016 National Indie Excellence Book Awards in the Social/Political Change Category! This award honors outstanding books from smaller or independent publishers that deserve recognition 'for going the extra mile to produce books of excellence in every aspect.' The book was originally published by Rodopi and acquired by Brill in January 2014. To what extent should animal rights activists promote animal rights when attempting to persuade meat-lovers to stop eating animals? Contributing to a classic social movement framing debate, Freeman examines the animal rights movement’s struggles over whether to construct farming campaign messages based more on utility (emphasizing animal welfare, reform and reduction, and human self-interest) or ideology (emphasizing animal rights and abolition). Freeman prioritizes the latter, “ideological authenticity,” to promote a needed transformation in worldviews and human animal identity, not just behaviors. This would mean framing “go veg” messages not only around compassion, but also around principles of ecology, liberty, and justice, convincing people “it’s not fair to farm anyone”. Through a unique frame analysis of vegan campaign materials (from websites, to videos, to bumper stickers) at five prominent U.S. animal rights organizations, and interviews with their leaders, including Ingrid Newkirk and Gene Baur, Freeman answers questions, such as: How is the movement defining core problems and solutions regarding animal farming and fishing? To which values are activists appealing? Why have movement leaders made these visual and rhetorical strategic choices – such as deciding between appealing to human self-interest, environmentalism, or altruism? To what extent is the animal rights movement actually challenging speciesist discrimination and the human/animal dualism? Appealing to both scholars and activists, Framing Farming distinctively offers practical strategic guidance while remaining grounded in animal ethics and communication theory. It not only describes what 21st century animal rights campaigns are communicating, it also prescribes recommendations for what they should communicate to remain culturally resonant while promoting needed long-term social transformation away from using animals as resources.

Animal rights movement --- Animal rights activists.

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For four decades, Kim Stallwood has had a front seat in the animal rights movement, starting at the grassroots in England and working his way up to leadership positions at some of the best-known organizations in the world, including Compassion In World Farming, the British Union for the Abolition of Vivisection, and People for the Ethical Treatment of Animals. Yet, as Stallwood reveals in this memoir of an eventful life dedicated to social justice for the voiceless, finding the truest path for progress has meant learning a lot along the way. Equal parts personal narrative, social history, and

Animal rights -- Great Britain. --- Animal rights -- United States. --- Animal rights activists -- Great Britain -- Biography. --- Animal rights activists -- United States -- Biography. --- Animal rights movement -- Great Britain. --- Animal rights movement -- United States. --- British Union for the Abolition of Vivisection -- History. --- Stallwood, Kim W. --- Animal rights activists --- Animal rights activists --- Animal rights movement --- Animal rights movement --- Animal rights --- Animal rights --- Stallwood, Kim W. --- British Union for the Abolition of Vivisection --- History.