Demographic Representations in Nonhuman Animal Rights Magazines and the Implications for Mobilization Efforts and Diversity

• In Event: 276 - Section on Animals and Society Paper Session. Inequality and Animals

Abstract

Many scholars have critiqued the gender and racial makeup of the Nonhuman Animal Rights movement, noting its overwhelmingly white and female majority (Adams and Donovan 1995, Gaarder 2011, Harper 2010, Luke 2007, Lundblad 2013, Maurer 2002, Nocella 2012, and Socha and Blum 2013). Lack of diversity in the ranks as well as a failure to resonate with disadvantaged groups and other anti-oppression movements has been cited as one important barrier to movement success (Socha and Blum 2013, Kymlicka and Donaldson 2013, and Wrenn 2014 [forthcoming]). While a variety of factors influence a movement’s homogeneity, it is possible that social movements are actively reproducing a specific demographic through movement-produced literature that reflects a narrow activist identity. Social movement research on collective action motivation and research on the media’s role in constructing identity suggests the possibility of such a link. While many movements bemoan elite-controlled mainstream media’s restrictive portrayals, it could be that movements themselves are partly responsible for harmful stereotypes and a failure to diversify. A content analysis of 131 magazine covers from VegNews and PETA’s Animal Times (2000-2012) was conducted to demonstrate that activist representations in Nonhuman Animal rights media are mostly white, female, and thin. Fortunately, sexualized images, while present, are not predominant. This data could be relevant to movement growth: Nonconforming individuals, regularly presented with a particular image of the ideal-type Nonhuman Animal rights activist, may not feel welcome or motivated to join the movement.

Author

• Corey Lee Wrenn, Colorado State University