Document Type

Journal Article




School of Arts and Humanities


Originally published as: Mummery, J., & Rodan, D. (2017). Mediation for affect: coming to care about factory-farmed animals. Media International Australia, 165(1), 37-50. Copyright 2017 (Copyright Holder). Reprinted by permission of SAGE Publications. Original article available here


In this article, we examine the digitalised emotional campaigning of one of Australia’s peak animal welfare body, Animals Australia, focusing on their most effective digital strategies associated with their campaigns against factory farming. Our broader interest lies with sounding out the affective affordances of the technologies informing such activist work; technologies of affect in a very significant sense. This discussion comprises three parts. First, we unpack the context for the problematic faced by animal and environmental activisms: neoliberalism, showing how neoliberal assumptions constrain such activisms to emotional appeals and denounce them for such strategising. Second, we sound out some of the affordances of digital media technologies for affectively oriented activisms; and finally, we delve into some of Animals Australia’s digital campaigning with regard to issues of factory farming in order to show the efficacy of such affectively oriented mediated strategising for the forming of new relations with factory farm.




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