Spang, Friderike: Tailoring to the Audience? On the Potential Harms of
Message Framing in Vegan Activism

Author: Friderike Spang
J Agric Environ Ethics 38, 6 (2025)
DOI: https://doi.org/10.1007/s10806-024-09941-1

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Abstract:

This paper addresses the question of whether vegan activists should cater to their audience by framing their message according to the pre-existing values of their interlocutors. Specifically, I focus on deliberative activism, which is based on speech and exchanges with the audience. I propose that message framing can lead to a neglect of animal suffering in favor of focusing on less contentious motives for veganism, such as environmental or health benefits. I claim that neglecting the issue of animal suffering can have several problematic consequences. Concretely, I argue that message framing can: (1) lead to the objectification of animals, treating them as mere means to other ends (such as environmental and health benefits); (2) imply a denial of their personhood; (3) perpetuate their status as property; (4) enable future harm to animals; and (5) create a hierarchy of moral worth among different animal species. For these reasons, I suggest that message framing is less appealing than it initially seems.

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