To confine or not to confine? : an analysis of the messaging of the proposition 2 campaigns

<p>This thesis employed a Historical-Critical method using rhetoric and framing theory to examine the 2008 Proposition 2: Prevention of Farm Animal Cruelty Act campaigns. The Californians for Humane Farms (HSUS) and Californians for SAFE Food (CSF) were the respective proponent and opponent coalitions analyzed in this thesis. The analysis examined sixteen campaign artifacts that were examples of how the proposition was communicated to California's voting populous. In Conjunction with the appeals and frames, the message strategies were analyzed as to how they allowed the HSUS and CSF to effectively communicate with voters. By using rhetoric and framing 4 theory this analysis was able to distinguish which rhetorical appeals effectively supported the campaigns. The analysis showed that the HSUS was successful with their campaign because of well-executed rhetorical appeals that created a concise message about animal confinement and animal cruelty issues.</p>

Name thesis:degree_name

Master of Arts (M.A.)

Level thesis:degree_level

Thesis - Pacific Access Restricted

Discipline thesis:degree_discipline

Communication

Year dc:date.available

2012

Author dc:creator

• Penfold, Elizabeth Lily

Contributors dc:contributor

• Teresa Bergman

• University of the Pacific Thesis;Communication in politics;Political campaigns California;Animal welfare Law and legislation California;Mass media and public opinion;Mass media Political aspects United States
• Communication

Licence

• http://rightsstatements.org/vocab/InC/1.0/

Repository record dc:identifier

https://scholarlycommons.pacific.edu/uop_etds/818

OAI identifier oai:identifier

oai:scholarlycommons.pacific.edu:uop_etds-1817