DOI
https://doi.org/10.25772/A0RZ-TF02
Defense Date
2025
Document Type
Dissertation
Degree Name
Doctor of Philosophy
Department
Media, Art, and Text
First Advisor
Marcus Messner
Second Advisor
Kaitlin Hanger
Third Advisor
Kai Bosworth
Fourth Advisor
Kathleen Chapman
Abstract
Animal advocacy uses strategies of visual communication to eradicate animal suffering as perpetuated by human consumption; two concepts to further promote this aim are investigated. Analysis of representation exploring how identifiable characters are used to propagate discourse, while analysis of visual self-persuasion versus direct persuasion examines how these alternative appeals are utilized. Research featured a mixed-method content and semiotic analysis that enumerated and contextualized variables within 500 (n=500) still image Instagram posts from 10 animal advocacy organizations that are based in the United States and prioritize vegan outreach. Results revealed a greater percentage of animal than human representation, at 71.8% to 29%. However, human representation was shown to have an affirmative effect on user engagement, revealing an incongruous discord between usage and effect, where it may be beneficial for animal advocacy to increase the presence of human forms within their portfolio. Additionally, visual self-persuasion was identified throughout 2.4% (n=12) of the entire sample, compared to direct persuasion at 97.6% (n=488); figures that reveal a glaring issue for animal advocacy in their implementation of these divergent persuasive appeals.
Rights
© The Author
Is Part Of
VCU University Archives
Is Part Of
VCU Theses and Dissertations
Date of Submission
5-2-2025