Animal welfare organisations use multiple communication frames, but it is unclear which ones are most effective in promoting attitudinal and behavioural change. This paper reviews framing techniques that draw on shocking imagery, measures of animal intelligence, societal norms and celebrity promotion. Societal norms and celebrity promotions have the greatest potential to modify attitudes and behaviour as they are accessible and relevant to the general public, unlike frames promoting animal intelligence. Shock frames are also effective, but should be
avoided as they may provoke audience backlash and reduce the credibility of the organisation.

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Public Communication of Science and Technology

 

Choosing effective frames to communicate animal welfare issues

Miriam Sullivan   Science Communication Program, Faculty of Life and Physical Sciences,The University of Western Australia

Nancy Longnecker  

Animal welfare organisations use multiple communication frames, but it is unclear which ones are most effective in promoting attitudinal and behavioural change. This paper reviews framing techniques that draw on shocking imagery, measures of animal intelligence, societal norms and celebrity promotion. Societal norms and celebrity promotions have the greatest potential to modify attitudes and behaviour as they are accessible and relevant to the general public, unlike frames promoting animal intelligence. Shock frames are also effective, but should be
avoided as they may provoke audience backlash and reduce the credibility of the organisation.

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