Representing nonhuman animals as equals: An ecolinguistic analysis of vegan campaigns

Abstract Ecolinguistics studies the interactions between language and ecology. It investigates whether the stories created by language are destructive or beneficial to all the constituents of the environment. In search of positive stories for our environment, this article focuses on vegan campaigns which generally bring awareness about veganism that, in turn, advocates protection of nonhuman animals and abstention from their exploitation. Nonhuman animals are part of the ecosystem and the way they are portrayed in language may determine the relationship between human and nonhuman animals. As vegan campaigns refer to nonhuman animals as sentient living beings, it is important to analyze whether the language and image of these campaigns articulate their purposes and create beneficial stories for nonhuman species. This article explores the stories regarding nonhuman animals in 27 posters of the vegan campaign “Go Vegan World” and examines how these stories are shaped and whether they are aligned with vegan values. The study is approached from an ecolinguistic perspective with a focus on multimodality where the language was analyzed through van Leeuwen’s Social Actor and Social Action theory, and the image was analyzed with Kress and van Leeuwen’s Grammar of Visual Design. Further, the analysis involves the ecosophy defined as a personal ecological philosophy of relationships between human and nonhuman animals, plants, and the physical environment. The findings suggest that the campaign language and image shape three stories: salience where nonhuman animals are individuals with their own feelings and lives; conviction that nonhuman animals matter as much as humans; ideology where biocentrism is promoted. By comparing these stories with the article’s ecosophy, an ecolinguistic analysis showed that they are largely beneficial in representing nonhuman animals as sentient living beings who are equal to humans.