Resource Library

For more information on the Animal Rights Movement, including more than 25 years of resources on animal rights activists and groups, please use our resource library.

Blog: Activist Framing at Its 'Best': Analyzing Activist Communications

Publication Date: 3/20/2015

Two weeks ago, I posted my first blog for the Alliance. My previous post focused on the idea that agricultural communication IS political communication and activist groups are currently doing a much better job than agriculturalists at communicating to the general public. I also talked about the concept of framing. Communication of all types, especially agricultural communication, is expressed to the public through framing, which refers to when a particular fact or information is taken and portrayed in a certain way to influence others and project a certain reality.

Among the most notable examples of activist opposition framing that I’ve seen is a Humane Society of the United States (HSUS) advertisement that shows pigs that HSUS claim to be “trapped in cages for their entire lives without the ability to move”.

Visit the Alliance blog to