The key focus areas are in the textile and clothing industries, in the entertainment field, in factory farms, and in scientific laboratories. Among the causes that it is active in include abuse of domesticated animals, cruelty in the annihilation of animals that are deemed as pests but serve a useful role in various ecologies, and other related animal issues. Its means of advocacy include campaigns of protest, legislative lobbying, investigations of cruel acts against animals, education of the general public, the rescue operations involving animals in distress, the invitation of celebrities to take part in campaigns, the holding of events that are of special significance to the movement, and research initiatives (PETA).
The literature defines various language-based tactics and strategies in common use by social movements around the world, and the objective of this paper is to identify PETA’s tactics and strategies and classify them according to the categories presented in the text, by way of undertaking an analysis of the use of those tactics and strategies as they relate to PETA’s campaigns and advocacies. To wit, the different strategies and techniques of persuasion presented in the text are acts that are symbolic and not verbal. the use of new technological platforms such as the Internet and social media. obscenity. labeling. ridicule. the use of music. the use of slogans. identification. polarization. and the employ of the power language or rhetoric. Through PETA’s long history, it is reasonable to assume that the movement must have employed all of the tactics and strategies listed above in some form or other in its campaigns and programs. The goal is to be able to look at the more current literature to identify exactly what tactics and strategies are relevant to PETA’s campaigns (Stewart, Smith and Denton 167-168. PETA. Tolhurst. Saul. Burns).