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