Most Americans will likely tell you they strongly oppose animal cruelty. They will denounce animal exploiters like Michael Vick as villains, spend hundreds of dollars a year on their companion animals, express outrage towards BP for damaging wildlife in the gulf and stand up for a dog left chained outside in a thunderstorm.
There remains little question that humans care about some animals.
Yet, these same individuals who scream at the television set when Michael Vick’s story appears on the news and who grieve for months after the passing of a companion animal later sit down to their dinner tables and consume meals of animal flesh and milk laced with the cruelty of the dairy and meat industries. Worst of all, these individuals often don’t think twice about it or recognize the obvious contradictions.
Thus, the problem remains for vegan and animal rights activists: how do we influence people who care so much about some animals but completely disregard others?
Vegan communication messages often fail because of the message receiver’s frame of mind. In communication theories, a frame refers to preconceived stereotypes and the individual’s background, which influence how an individual responds to a message or understands an event.
Framing is used in psychology and media studies to influence the way someone responds to information. By nature, psychologists argue, humans are “cognitive misers”, meaning our brain prefers to do as little thinking as possible when being prompted for an answer. In other words, if someone is asked his or her viewpoint on meat, rather than deliberate on the issue and consider all sides, it is likely that he or she will instantly draw upon past experiences (the individual’s frame of mind) and voice an opinion. Most people grew up eating animal products and being told it was morally acceptable to do so. This frame of mind influences their current decisions because it is easier than re-evaluating what they have been told their whole lives.
If you ask an animal-rights activist about animals, their answer will indicate that they regard animals as individuals with emotions and the ability to suffer – and individuals who are in need of rights. If you ask a meat-consumer about animals, their answer will often indicate that they think of animals as property, or things used for human economic gains. This varying frame of reference is where the problem lies.
So how do we, as vegans, create effective messages that reach non-vegans?
First, we need to consistently infiltrate the mainstream media with stories about animal emotions and suffering. For example, last week the cover story of TIME magazine featured an article on animal cognition. It presented the idea that animals are smarter than we think and feel pain just as much as humans do. Because the article was not written by an animal rights organization, nor did it proclaim in red, bold font “murderer”, it allowed readers to approach the content without the stereotypes often placed on animal rights organizations.
Secondly, we should promote all the benefits of veganism, not just the ethical argument. Inform individuals on the health benefits of a vegan diet. Tell others why we need to stop consuming meat for environmental and global health reasons. Find the issue that the individual relates to and feels strongly about—it may not be the ethical issue for everyone.
Thirdly, we should each identify our audience’s frame of reference and change messages based on the individual or group.
Lastly, we need to teach our children to respect all life and do harm to no other living creature. It is likely more effective to shape younger generations’ experiences and background with animals so they have a more tolerant and open-mind to the message of veganism.
