Articulating identity: People for the ethical treatment of animals and the animal/human divide

Abstract

People for the Ethical Treatment of Animals (PETA) faces a daunting task in creating support for animal rights and convincing individuals that they share substance with animals. PETA challenges the animal/human divide by articulating a shared identity through discursive and visual appeals. Their advertisements invite viewers to see similarities to the Other, visually experience the Others' world, and visually break down differences between the two. A critical reading of select PETA advertisements leads to conclusions about the nature and function of these specific rhetorical campaigns, as well as to larger conclusions about visual rhetoric, articulation of identities, and social movements. © 2010 Western States Communication Association.

Publication Title

Western Journal of Communication

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