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Social Construction of Species superiority
Klicnar, Filip ; Vandrovcová, Tereza (advisor) ; Balon, Jan (referee)
This thesis charts the social construction of species superiority in the Euro-Atlantic civilizational area. The goal is to describe the process of construction of this superiority and simultaneously to describe the impact of it. The beginning of the species superiority was domestication of the wild animals. Second defining moment was the transition from a traditional into industrial society, in which the animals where materialized and considered to be an object in trading relationships, as well as the belief in legitimate use of animals for economic purposes in the society. This belief is thoroughly irrational. Throughout the process of reality construction the society begun to perceive the given status as natural and right. In order to escape the question of ethical contradiction it has crowded out the negative aspects of that reality from the perception of its members, in which some psychological mechanisms are helping individuals to escape the reality. The final chapter of this thesis charts the conditions that have made the Holocaust possible and on which our modern rational-economic system lays ground. These conditions are being preserved in the "nature" of the economic system itself.
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Portrayal of animal products in advertising
Hamrová, Alžběta ; Rosenfeldová, Jana (advisor) ; Schneiderová, Soňa (referee)
This bachelor thesis deals with strategies and techniques used by advertisers while communicating animal products. Researching these techniques, this paper observes psychological patterns through which our society rationalises animal consumption and subconsciously separates the notion of a living animal from the portion of meat on a plate. These patterns are deeply rooted in the so-called ideology of carnism, an ideology in which animal consumption is considered ethical and acceptable. Despite the justification for animal exploitation, most consumers are sensitive to the suffering of animals, which must be taken into consideration advertisers. Based on case studies of the campaigns Got milk, Vodňanská drůbež and S láskou k mléku, techniques are identified through which these products are communicated in order to make them acceptable by society. While studying these campaigns, the thesis discusses three key strategies that brands use while communicating animal products: celebrity endorsement, anthropomorphisation of animals and idealisation of animal welfare. Based on these findings, we can recognise that advertisers choose certain strategies for the consumer to rationalise meat consumption, thereby contributing to the consolidation of the profitable ideology of carnism.
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Social Construction of Species superiority
Klicnar, Filip ; Vandrovcová, Tereza (advisor) ; Balon, Jan (referee)
This thesis charts the social construction of species superiority in the Euro-Atlantic civilizational area. The goal is to describe the process of construction of this superiority and simultaneously to describe the impact of it. The beginning of the species superiority was domestication of the wild animals. Second defining moment was the transition from a traditional into industrial society, in which the animals where materialized and considered to be an object in trading relationships, as well as the belief in legitimate use of animals for economic purposes in the society. This belief is thoroughly irrational. Throughout the process of reality construction the society begun to perceive the given status as natural and right. In order to escape the question of ethical contradiction it has crowded out the negative aspects of that reality from the perception of its members, in which some psychological mechanisms are helping individuals to escape the reality. The final chapter of this thesis charts the conditions that have made the Holocaust possible and on which our modern rational-economic system lays ground. These conditions are being preserved in the "nature" of the economic system itself.
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Psychological and cultural aspects of the human animal relationship
HEMMEROVÁ, Eva
The bacherol thesis deals with the psychological aspects of attitudes towards animals and with psychological context of eating meat. The theoretical part is focused on a historical development of attitudes towards animals and their socio-cultural determination, and the ethical aspect of our current attitudes towards animals and psychological mechanisms associated with the consumption of meat is discussed there. The empirical part examines attitudes towards animals and dependence of attribution of mental capacities to specific species on its perceived edibility. The research group consists of vegetarians and vegans (n=207) and meat eaters (n=247). Quantitative approach was combined with a qualitative research for better interpretation (n=33). The results support an expected influence of vegetarianism and gender on attitudes towards animals, as well as the influence of meat consumption on the attribution of mental capacity.
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