Post on 27-Feb-2023
Guidelines for all media practitioners encouraging more
respectful, fair, and accurate representations of animals
www.animalsandmedia.org
Mission Thesestyleguidelineswerecreatedtooffermediaproducersconcrete
guidanceforhowtocoverandrepresentnonhumananimalsinafair,
honest,andrespectfulmannerinaccordancewithprofessionalethical
principles.Giventhescopeofindustrializedanimaloppressionand
environmentalcrisisglobally,includingmassextinctionofspecies,we
believefellowanimals,assentientlivingbeings,warrantnotonly
increasedattentioninmediaandpopularculture,butcoveragethat
encourageshumansocietytotransformourrelationshipswithvarious
animalspeciesinwaysthatfosterlessdominationandexploitationand
morerespect,care,andecologicalresponsibility.Thelivesandhabitats
oftheworld’sanimalsarelargelydependentontheculturalvaluesand
worldviewspromotedinthemedia,suchasencouraginghumansto
identifyasanimalsourselves.
ethicalmandateforjournaliststobea“voiceforthevoiceless.”We
don’tmeantoimplythatnonhumananimalslackavoiceoftheirown
orabilitiestocommunicate.Buttheydorelyonhumans,media
producersespecially,toamplifythatvoiceforsociety,notonlyby
allowinganimalstospeakforthemselvesviaaudio-visualmediabut
alsobyselectingappropriatehumanspokespeopletoensureanimals’
interestsaremorefrequentlyandfairlyincludedinpopularculture.
Let’sopenourmindsandheartstostartlisteningtothemore-than-
humanworldtowhichwebelong!
Additionalresourcesatwww.animalsandmedia.org:
• Animalexpertsourceslist• Trainingmaterials• Mediawatchdoggroups
TheseguidelinesweredevelopedbymediascholarsDr.DebraMerskin(UniversityofOregon)andDr.CarrieP.Freeman(GeorgiaStateUniversity)basedontheiryearsofresearchinmediaethics,socialjustice,environmentalcommunication,animalrights,andmediarepresentationofanimals.www.animalsandmedia.org
Guidelines for:
Who Are the Authors?
The intent is to challenge discriminatory distinctions between human/nonhuman animals in the interest of increased diversity and more inclusive reporting and cultural storytelling on all animal species.
Journalists pgs.2-4Advertisers p.4Entertainment MediaProducers ps.5-6PRPractitioners p.6TheGeneralPublic p.6
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Guidelines for Journalists UtilizingAnimalsasNewsTopicsandSourcesAsamatterofcourse,nonhumananimalsandtheirperspectivesshouldberoutinelycoveredandincludedinnewsaffectingthem,ratherthanrelegatingcoveragetospecial,occasionalstories.Journalistsandeditorsshould:*Dedicatetimeandspacetocoverageofinteractionsbetweenhumansandnonhumans.Consistentcoveragedemonstratesanimalsareimportantsubjectsofinterestandattention.Thiscouldinvolveassigningadedicatedjournalisttothisbeat,whichshouldpresentanimalandecologicalissuesnotonlyfromascientificoreconomicperspective,butalsofromsocio-cultural,ethical,andpoliticalperspectives.*Acknowledgeandincludetheperspectiveandinterestsofnonhumananimalswithinmajornewsstorieswhereanimalsareinvolvedoraffected(forexample,storiesaboutwar,crime,health,food,politics,science,&lifestyles).
*Investigateanimalexploitationandharminitsmanyforms,evenlegallysanctionedpractices(suchasfarming,experimentation,andhunting)thatarestandardandroutine.Whileillegalactivities
(suchasdogfightingortradeinendangeredspecies)arenewsworthycrimestories,thenewsshouldalsoquestionallhumanpracticesthatinvolveandpotentiallyharmanimals.Tobeinclusiveofbothwelfareandrightsperspectives,acritiqueshouldnotonlyinvolvequestioningthetreatmentofanimalsusedbyindustrybutalsotherightsandentitlementofhumanstousesentientbeingsforwhateverreasons.Theseinvestigationssupportjournalism’sfunctionofholdingthepowerfulaccountable.
*Shownonhumananimalsinteractingwithhumancaregivers.Whilesomestorieswillbeconflict-orientedorconcernabuse,itisimportanttoalsomodelpositivebondsandmutuallybeneficialinterspeciesrelationships.
AvoidingBiasAshumansaretheconsumers,newsstoriesaretypicallyframedinwaysthatprioritizehumaninterests,butthiscangivetheimpressionthatnonhumansdonotalsohaveinterestsatstakeorperspectivesonissuesthataffectthem.Tobefairandhelpavoidananthropocentricbias(similartohowracialorgenderbiasshouldbeavoided),journalistsandeditorsshould:
*Recognizethatanimalshaveaninterestinhabitat,territory,food,water,safety,andfreedomsfrompain,injury,distress,aswellasneedstoexpressnormalbehavior.*Representnonhumananimalsassentientindividuals(fellowspecieswhosharetheplanet)ratherthanpresentingthemprimarilyinhuman-centeredterms.Avoidstereotypingspeciesbydefiningthemprimarilyaspests,threats,game,ortoolsforhumansforfood,research,skins,orentertainment.Acknowledgethatfellowanimals,ratherthanbeingmeremechanical,instinctualbeings,areindividualswhoexerciseagencyandhaveperspectivesandfeelings.*Dedicatespacetoexploringthecomplexinteractionsbetweenhumansandthenaturalworld,whilequestioninglong-standingculturalprejudicesagainstanddislikeforcertainspecies(ex:dolphinsandwhalesoverfish,horsesovercows,dogsoverwolves,songbirdsoverchickensorpigeons,mammalsoverreptiles,vertebratesoverinvertebrates).Avoidstereotypicallyconstructinginter-speciesconflictsaspremeditatedbasedsolelyonspeciesmembership(ex:catsagainstbirds,dogsagainstcats,wolvesagainsthumans).*Whenpossible,useaudio-visualmediatopresentrealanimalslivingintheirnaturalorcaptivespace,expressingthemselvesusingtheirownspecies-specificwaysofcommunicating–givingthemvoice.
ActconsistentwiththeSPJcodeofethicsmandateto“givevoicetothevoiceless”and“seekvoicesweseldomhear”tocreateanimal-
inclusivestoriesthatbetterinformthepublic.
thatpublicwell=informed
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*Interpretotherspecies’basiccommunicationsiftheyseemself-evident(suchasjoy,curiosity,fear,sadness,anxiety,affection,boredom,orplayfulness)toacknowledgetheseemotionsfortheaudience.Insomecases,morenuancedinterpretationofanimalcommunicationmightrequiretheuseofprofessionals,suchasbiologists,ethologists,andanimaladvocates.Expertscanalsobeusedassourcestospeakonbehalfofanimalspecies’generalinterests.Whilehumanswhohunt,farm,use,orownfellowanimalsshouldberepresentedinthenews,thisperspectiveshouldbebalancedwithsourceswhoadvocateonthenonhuman’sbehalf(especiallythosewhodon’thaveavestedinterestintheuseofanimals).
CoveringAnimalAdvocacyOrganizations*Balanceindustryandgovernmentsourceswithactivistsourceswhereanyissueaffectingorinvolvingnonhumananimalsisdiscussed.Forexample,amasskillingofcowsduetodiseaseshouldnotonlybereportedfromthesideofagribusinessandgovernmentregulators(solelyasaneconomiclossorpublichealthissue),butalsofromtheperspectivesoffarmedanimaladvocacygroups(asarightsandwelfareissuefornonhumansandhumans).Complexissues,suchasmassextinctionofspeciesanduseofnonhumananimalsasresources,donotalwaysfitwellintoevent-focusednews(episodiccoverage).Anddramaticprotestanddirectactionbycertainactivistgroupstendtogetmorenewscoveragethanlessdramaticactivistcampaignsandthusbecomethe“face”oftheanimalprotection
movementtothepublic(oftencreatingaradicalstereotypethatisunrepresentativeofthemovementasawhole).Toaddressthisimbalanceandfavormorethematiccoverage,journalistsshould:*Includethecontextandhistoryofanimaladvocacyeventsandaccomplishmentsacrosstheentirespectrumfrommoreradicaltomoderatetacticsandideologies.Thiswillprovideamorerepresentativepictureofthediversityofthemovementanditsmotivationsforthepublictoconsider.Thegoalistocoversubstanceratherthanspectacle.
SelectingVisualsBroadcastnewsoftenreliesondramaticimages.Yet,behind-the-scenesfootageofanimalexploitationisdifficultandriskytoobtain,especially,insomestates,asrecent“aggag”lawsincreasethecriminalpunishmentforanyonedocumentingandexposingfarmedanimalconditions.Yetownersof
domesticatedorcaptiveanimalsmustbeheldaccountable,allowingthepublicvisualaccesstodeterminewhetherthetreatmentofthesevulnerablebeingsisfairandinaccordancewithsocietalvalues,expectations,andlaws.Photojournalistsshould:*Bewillingtoairverifiedundercoverfootageofexploitationforpublicdebateaswellasobtainsuchfootagethemselveswhenotheropenmeansofinvestigationdonotyieldaccesstoverifyingandexposingroutinetreatmentandlivingconditionsofanimals.*Balancefootageofnonhumananimalsasvictimsbyalsoshowcasingtheminempoweringwaysasfellow,productivecitizensoftheirowncommunities.*Seekvisualevidenceofwildanimalsintheirnaturalhabitatslivingasfreeadultsinsocialsettingsratherthanrelyingonimagesofcaptivewildspecies.
Selecting Appropriate Terminology To reduce bias and inaccuracy in language, journalists should:
ro * Be clear who is included in the term “animal.” Use more precise terms such as nonhuman animals, animals excluding humans, or other than human animals (at least upon first use as a disclaimer). This is not only more accurate but also more inclusive in acknowledging humans as members of the animal kingdom. Alternately, journalists could simply list the type of animal category more precisely (ex: farmed animals, companion animals, wildlife or free-living animals, nonhuman primates, reptiles, insects, aquatic animals, and endangered species).
* Accurately describe animals by gender (e.g. he or she) rather than saying “it” (a pronoun most befitting an inanimate object). “It” can be used to describe an entire species category but not an individual. When gender is unknown, use the plural term “they” or “theirs” or perhaps “he or she.” Similarly, use “who” instead of “that,” and “someone” or “somebody” instead of “something.”
* Strive for neutrality. Avoid primarily using industry terms (especially euphemisms) to describe nonhuman animals; instead, use given species names or refer to them as someone who is used by an industry, as that use does not define them and is something that is done to them, often against their will. SEE TABLE ON NEXT PAGE
JournalismGuidelines(cont.)
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*Avoid“humane-washing,”i.e.misleadingconsumersaboutacompany’sanimalwelfarepolicies,misrepresentingtheextenttowhichitsupportsanimalprotection(suchasconcealinganimaltestingpractices).Ifanywelfareclaimsaremade,bespecificaboutwhichanimalsarebenefitedandhow,inproportiontowhatbusinesspracticescouldbechangedtocreateatrulycruelty-freeproductorservice(wherenothingistakenfromananimal).*Avoid“greenwashing,”i.e.implyingenvironmentalbenefitswherefewornoneexistorexaggeratingbenefitsofacompanyorproductinordertojumponthesustainabilitybandwagon.Keepgreenmarketingclaimsincontexttotheiractuallevelofcostsvs.benefitstoplanetaryhealth,understandingwhatcouldstillbeimprovedfortheproducttobefullysustainable,cradletograve.*Havehumancharactersinadvertisementsmodel
sustainability,responsibility,respectfulness,andcompassion(forallspecies).Eveninsalesmessages,considerhowitispossibletoavoidsuggestingpeopleneedtoconsumenewitemsmoresothanconserve,reuse,orrecycle.*Tocreateaculturethatidentifieswithhelpingothers(includingotherspecies),trytoincorporatealtruisticappealsratherthanprimarilyfocusingonappealstoindividualself-interest.*Ifusingnonhumanstoassociateatraitwithabrandorproduct,considertheeffectonthespeciesintherealworld.Astraitsandpersonalitiescanvaryamongindividualswithinaspecies,avoidstereotypingaspeciesorsimplisticallyreducingthemtojustannoyingordisgustingpests,cunningthreats,ruggedwarriors,majesticnobles,beautifulexotics,comicjesters,cutesyplaythings,objectsofprey,ortoolsforhumanuse.
*Avoidusingwildanimals(suchascaptive,trainednonhumans)asperformers,andinsteadusedigitaltechnologytorepresentthem.Actors(ofanyspecies)shouldbeparticipatingoftheirownfreewill.*Becautiousaboutportrayingendangeredspecies,asstudieshaveshownthataudiencesgettheimpressionthataspeciesisabundantandhealthythemoretheyseethemvisuallyrepresented.*Avoidgenderedmessagesthatassociateidealizedmasculinity(culturallyandbiologically)withnonhumananimaluseorabuse(ex:meat-eating,hunting,domineeringoverdomesticatedanimals).*Avoidsexualizinganimalsorusingthemassymbolicstand-insforhumansexualattributes(ex:equatingchickenbreastswithhumanfemalebreasts).*Userespectfullanguagethatacknowledgesthatanimalsaresentientindividualsnotobjects.
Guidelines for Advertisers Advertisingisharmfulifitpromotesselfishnessanddissuadesconsumersfromengaginginsustainableandcompassionatepractices.
Advertisers can be more socially and ecologically responsible if they:
INSTEAD OF THESE TERMS
USE THESE TERMS INSTEAD OF THESE TERMS
USE THESE TERMS
It, that or which, something She, he, they, who(m), someone or somebody.
OBJECTIFYING INDUSTRY TERMS
ANIMATED SPECIES NAMES
Pets Companion animals, nonhuman family members
Livestock Cows, sheep, pigs, donkeys, etc.
PASSIVE TERMS THAT CONCEAL HUMAN CONTROL
ACTIVE TERMS THAT REVEAL HUMAN CONTROL
Pork Pigs
Farm animals Farmed animals; individuals raised and killed for food.
Poultry Chickens, turkeys, geese, ducks
Dairy cows Cows used for their milk (dairy) Veal Calves (males from dairy industry) Beef cattle Cows and bulls used for
beef/meat/flesh Game Deer, rabbits, foxes, ducks, etc.
Lab rats Rats used as research subjects Seafood Fish, salmon, shrimp, tunas, etc. Circus elephants Elephants kept in circuses
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*Ensurethattelevisionprogramsandfilmsincludeandaddressproblemsfacingnonhumananimalsandnatureratherthanprimarilyframingthemastheproblem.*DiversifyTVprogrammingtoensuremorerepresenttheperspectivesofanimalliberationandanimalwelfare(infiction,nonfiction,dramatic,andcomedicformats).Whilesomeprogramswillcontinuetotakeamorehuman-centeredperspective,forthesakeofdiversityandinnovation,someshouldbranchoutandtakeamorebio-centric(life-centered)oreco-centric(ecosystems-centered)perspectivethatprivilegestheinterestsofotherspecies.
*Includenonhumananimals’stories.Representthemasindividualswiththeirownself-interests,ratherthanpresentingthemmainlyinhuman-centeredterms.Forexample,avoidstereotypingspeciesbydefiningthemprimarilyaspests,threats,game,ortoolsforhumanuse.Acknowledgethattheyhavethoughtsandfeelingsandexhibitsomerationalfreewill,ratherthanjustmoremechanicalbehaviors,responses,andinstincts.Thisacknowledgesthatthereisuniqueness(suchasdifferentpersonalitiesandpreferences)
amongindividualswithinthesamespecies.Thesediversepersonalitiesshouldbefunforviewerstoexplore.*Remindviewersthathumanstooareanimalsandnaturallysharemanytraits.Itishelpfulanytimeprogrammingcandeconstructthedichotomiesthatfalselyseparatehumansfromanimals(andnaturefromculture),reunitingusinstead.Toembracemulticulturalism,entertainmentprogrammingcanserveasethnography,teachingusaboutotheranimalcultures.*Whileanthropomorphism(especiallyinchildren’sprogramming)canbeusefulinbringingaudiencesclosertootheranimalsbyrecognizingnonhumananimalsaspersonswhohaveemotionssimilartohumananimals,itcanriskmisrepresentingotheranimalspeciesandcreatingunrealisticexpectationsforhowrealanimalsshouldbehave(especiallytobeattractivetohumans).Therefore,contentcreatorsshouldbecarefulnottorelytooheavilyonformulaic,romanticized,cutesyapproximationsofotheranimalsandinsteadattempttomoreaccuratelycapturetheessenceoftheiractualpersonalitiesandbehaviors.Thiswillhelpustoacceptandappreciatethemontheirownterms,whethertheyaresimilartousornot.*Recognizethatprogrammingfeaturingnonhumananimals(includingwildlifedocumentaries)currentlytendstoover-represent‘charismaticmegafauna’,i.e.mammalsandbirdswhoareconsideredthemostattractive.Thistendencymayalsoresultin
viewersregardingthemas“characters,”whileotherspecies,bycomparison,mayseemuninterestingandunimportant.Foraccuracyandbiodiversity,creatorsshouldmakeanefforttoalsoshowcaseandintroduceaudiencestoothertypesofanimalspeciessuchasfish,amphibians,reptiles,insects,andinvertebrates.*Callattentiontobiodiversitylossandtheneedtoprotectendangeredspeciesandtheirhabitatsbytellingthestoriesofawidervarietyofendangeredspeciesratherthantheselectfewwhoaremostpopular.*Avoidusingwildanimals(suchascaptive,trainedanimals)asperformers,andinsteadusedigitaltechnologytorepresentthem.Actors(ofanyspecies)shouldbeparticipatingoftheirownfreewill.*Takecarenottoharmanimalsordamageecosystemswhilefilmingormakingprograms.Beselectiveinportrayalsofwildlife(free-livinganimals)soasnottoover-representpredatory-preyconflictsfordramaticpurposes.Overrelianceontooth-and-clawrepresentationsimplynatureandwildlifeareprimarilyharshanddangerous(incontrastto“civilized”humanculture).Balancethiswithportrayalsofmorefilial,cooperative,orsymbioticrelationsbetweenwildspeciesandamongtheirfamilyorcommunitygroups.(continuedonlastpage).
Guidelines for Entertainment Media
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EntertainmentGuidelines(cont.)*Considerthebehaviorandvaluesofhumancharactersportrayedonscreentodeterminewhatmessagestheyconveyaboutthehumancapacityforkindnessandsocialandecologicalresponsibility.Askwhathabitsthecharactersmodel(especiallycharismaticcharactersframedasheroesorprotagonists)andconsidertheeffectsonaudiencesofattitudesandactionsportrayedasnormal,acceptable,orcoolvs.aberrant,archaic,orobjectionable.Considerincludingmorediverserepresentationsofcharacterswholivesimplyandhavealowcarbonfootprint,liveanimal-friendly/veganlifestyles,choosetohaveasmallfamilyoradoptchildren,recycle,engageinvolunteerismandcivicactions,adoptrescuedcompanionanimals,anddemonstratecompassionandnonviolencetowardalllivingbeings.*Encourageprogrammingthatinvitesviewerstoenvisionafutureworldgovernedbyecologicalprinciplesandsustainablepractices.Creativestorytellingandimaginativenarrativescanserveasapathtoachievethisbetterworld.
Guidelines for Public Relations Communicatingwithkeypublicsisessentialtobusinessesandnonprofitsalike.PRpracticeshouldfostermutuallybeneficialrelationshipswithstakeholdersbasedontruthfulcommunication.ThepublicisoftenskepticalofPRasself-serving“spin,”especiallyintermsofacompany’sanimalwelfareorenvironmentalpractices.Toearnthepublic’strust,andcreateopen,honestdialoguethatfostersinformeddecision-making,organizationsshould:
*Conducttwo-waycommunicationwithanimalandenvironmentalprotectionorganizationsasstakeholders.Thisinvolveslisteningtoandaddressingtheactivists’concernsaboutbusinessactivitiesandbeingopenor
willingtoconsideramendingbusinesspracticestoincreasethefairnessandresponsibilitytowardanimalsandthenaturalworld.
*Befairtoanimalandenvironmentalprotectionorganizationsandactivists,oranyonewithfewerresourcesandasmallervoiceinthepublicsphere,whenpubliclycommunicatingaboutissues.*Considertheinterestsofanimalsandnaturewhencraftingmessagesaswellasconsideringthemasstakeholderswhoareaffectedbytheorganization’spracticesanddecision-making.Userespectful,non-objectifyingterms(“heorshe,”“someone,”“who,”not“it”).*Beupfrontwiththepublicabouttheeconomicsupportandinfluencethecompanyputsintolobbying,especiallyifthatinvolvesweakeningofanimalandenvironmentalprotectionlaws.Shareallcorporateactivitiesaffectinganimalswiththepublic,notjustselect,non-controversialorfavorableactivities.Toavoidpufferyorexaggeration(orchargesofgreen-washingorhumane-washing),honestlydisclosethelevelofsustainabilityorcruelty-freepracticestheorganizationhasyettoachievevsaspirations.
Inadigitalage,citizens’voicesandactionsareneededtodiversifycorporatemediaindustriesandprotectanimalsandnature.Citizensshould:*Monitorandrewardecologicallyresponsibleandanimal-friendlymedia.Financiallysupportmediathatstandupforanimalsandnature.Utilizemediawatchdoggroupstostayinformedofissues.Writetomediaproducers(orcommentpublicly)toexpresspraiseorcriticisms,basedonfollowingtheguidelinesatwww.animalsandmedia.org.Pleasesharethatlinkwidely.*Useandsupportpublic,non-commercial,andnon-profitmedia,includingemergingnon-profitjournalismorganizationsthatmayrequiredonationstoproduceinvestigativereports.
Guidelines for the General Public
*Takeadvantageofpublicaccesschannels,communityradio,websites/blogs,andsocialmediaaswaystostartproducingyourownpublicaffairsprogrammingorairingdocumentariestoincreasethediscussionofanimalandenvironmentaltopicsinthelocalandglobalpublicsphere.
Standinsolidaritywithhumanrightsgroupstopromotejusticeandrespectful
representationsofallbeings.
“Lisa the Vegetarian” The Simpsons