If Vegans Said the Stuff Meat-Eaters Say: A Social Semiotic Perspective of Meat-Eaters and Vegetarians’ Identities Taken From a Peta Video Ad

Abstract

The research presents a brief discourse analysis of "If vegans said the stuff meat-eaters say": a sarcastic PETA* video ad in favor of vegetarianism and, most importantly, the animals. Here, the attempt is to show how meat-eaters construct their identities (BUCHOLTZ & HALL, 2004 and 2005; MARTIN & WHITE, 2005) when in conversations with vegans/vegetarians and how the latter have been convincing meat-eaters towards vegetarianism for the animals. For this analysis, this article considered the social semiotic perspective by Halliday (2014) and used the three-pair framework Tactics of Intersubjectivity, by Bucholtz & Hall (2004 and 2005) and the Judgement category of the Appraisal System, by Martin & White (2005). From the use of these theories, it was possible to carry out a more macro analysis of the identity aspects of meat-eaters when trying to defend their points of view. Based on this framework, the data portray the spontaneous, relaxed and unselfconscious way that questions, statements and assumptions are laid out in everyday conversations between vegetarians/vegans and meat-eaters without taking into consideration the veracity of the oral reproductions which have been inculcated in us through established habits and beliefs by the default status and unmarkedness gained by the institutionalized powers of the meat and dairy industries. * PETA NGO: People for the Ethical Treatment of Animals. Resumo Esta pesquisa apresenta uma breve análise de um vídeo sarcástico da ONG PETA*: If vegans said the stuff meat-eaters say (Se os veganos falassem o que os comedores de carne falam) em favor do vegetarianismo e, especialmente, dos animais. Tentei mostrar como comedores de carne constroem suas identidades (BUCHOLTZ & HALL, 2004 and 2005; MARTIN & WHITE, 2005) quando em conversas com veganos/vegetarianos e como esses últimos têm convencido comedores de carne em prol do vegetarianismo pelos animais. Para esta análise, este artigo considerou a perspectiva semiótica de Halliday (2014), e usou as Táticas de Intersubjetividade, de Bucholtz & Hall (2004 e 2005), e a categoria de Julgamento do Sistema de Avaliatividade, de Martin & White (2005). O uso dessas teorias possibilitou fazer uma análise macro dos aspectos identitários das pessoas que comem carne ao tentarem defender seus pontos de vista. Com base nisso, os dados mostram a forma espontânea e despreocupada que perguntas, declarações e hipóteses acontecem em conversas diárias entre vegetarianos/veganos e comedores de carne sem levar em consideração a veracidade dessas reproduções orais assimiladas através de hábitos e crenças instituídos pela indústria de carne e laticínios, que adquiriu poder e status no decorrer do tempo.