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Framing Cruelty: The Construction of Duck Shooting as a Social Problem

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Australia's Coalition Against Duck Shooting (CADS) sees duck-shooting as a social problem and as an injustice with moral, legal and environmental consequences. The small animal liberationist group has succeeded in dramatically reducing the numbers of duck shooters in Victoria, which is the home of duck-shooting in Australia. The Coalition's framing work with the public via the electronic media involves three parts: a diagnosis (assembling claims), a prognosis (presenting claims) and a motivational frame (contesting claims), all of which construct hunting as a cruel, antisocial blood sport that ought to be banned. In this article, television news bulletins and feature stories from the 1993 and 1994 campaigns are analyzed to show how CADS makes and sustains its claims. In addition to 90 pages of transcripts of news commentaries and descriptive accounts of the visuals, the data include tape-recorded interviews with some of the duck liberationists involved in the campaign.

Affiliations: 1: MONASH UNIVERSITY


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