Abstract:This article considers the multi- and intersemiotic expression of empathy and compassion in a campaign organised
by the Vegan Society. It draws upon insights from ecofeminism and the ethics of care as well as systemic functional semiotics as a
way of exploring how instances of attitude (affect, judgment and appreciation) in the campaign’s various texts might be negotiated
and shared, creating potentials for empathetic and compassionate responses. The study finds that parts of the campaign
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