Abstract:PETA is well known for creative animal rights activism, with studies exploring how its text-based advocacy creates change regarding societal treatment of animals. What is less explored is how PETA uses on the ground direct action strategies as public interest communications (PIC). For PIC scholars, these strategies are relevant, as direct action provides communicators with experiential ways to persuade stakeholders of new perspectives to push for social change. Building on previous studies in public relations … Show more
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