This thesis interrogates the persuasive practices of Animal Rights Vegan Activists (ARVAs) in order to determine why and how ARVAs fail to convince people to become and stay veg*n, and what they might do to succeed. While ARVAs and ARVAism are the focus of this inquiry, the approaches, concepts and theories used are broadly applicable and therefore this investigation is potentially useful for any activist or group of activists wishing to interrogate and improve their persuasive practices.
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Thesis advisor: McCarron, Gary
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