Strategies,Action Repertoires and DIY Activism in the Animal Rights Movement

Following Tilly, this paper argues that a social movement is what it does as much as why it does it. This approach is particularly important in the case of the animal rights movement, which is often demonized as extremist and violent. Critics of the movement claim that animal activists use letter bombs, arson attacks and threats to intimidate those they see as animal abusers and that violent direct action of this kind is typical of the movement as a whole. The present paper argues that the mainstream animal movement – in the USA, the UK and Australia – is overwhelmingly non-violent and that its core strategies and tactics have two broad aims, namely to gain publicity for the movement and to challenge conventional thinking about how we treat non-human animals. This is achieved primarily by the deployment of the key tactical mechanisms of persuasion, protest, non-cooperation and intervention. These tactics may be deployed collectively or as DIY (Do-It-Yourself) activism which many grassroots animal activists – ‘caring sleuths’ to use Shapiro's apt term – seem to prefer. The paper focuses on demonstrations and pamphleteering as examples of publicity strategies or liberal governance strategies as well as critical governance strategies or interference strategies such as the hunger strike, ethical vegetarianism and undercover surveillance.