Społeczna konstrukcja praw zwierząt na przykładzie kampanii „Zostań Wege na 30 dni

Classical explanations of the genesis of social values and norms refer to mechanisms that more or less directly facilitate the development of human societies. However, the explanation of moral norms pertaining to other species remains a riddle. The main theoretical idea of the article is to extend t...

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Bibliographic Details
Published in:Przegląd Socjologii Jakościowej 2021-05, Vol.17 (2), p.84-108
Main Author: Jaczewska, Joanna
Format: Article
Language:eng ; pol
Subjects:
analiza dyskursu
Animal human relations
Animal rights
Animal rights movement
animal studies
Animal welfare
Animals
Attitude change
Classification
Diet
Human Ecology
Norms
prawa zwierząt
ruchy społeczne
Social construction
Social Sciences
Social values
Veganism
Vegetarianism
wartości
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Summary:Classical explanations of the genesis of social values and norms refer to mechanisms that more or less directly facilitate the development of human societies. However, the explanation of moral norms pertaining to other species remains a riddle. The main theoretical idea of the article is to extend the catalog of ways in which norms emerge (according to Hans Joas’ classification). The article investigates the strategies of animal rights construction within pro-animal discourse using the techniques of structure and content analysis. The analyzed material was derived from the ‘Become Vegan/Vegetarian for 30 Days’ social campaign, whose main goal has been to motivate people to give a plant-based diet a try. Based on the analysis, four main strategies of attitude-change towards non-human species have been identified: a) the redefinition of animal status; b) the redefinition of human action; c) the redefinition of eating animals; and d) the signaling of positive consequences of animal rights implementation.
ISSN:1733-8069
1644-857X
1733-8069
2450-9361
DOI:10.18778/1733-8069.17.2.05