Medijske i promotivne kampanje organizacije za zaštitu prava životinja PETA

Abstract

This paper deals with the issue of the relationship between humans and animals in the past, from prehistory to the present day, and lays special emphasis on the ideas, goals, and achievements of the organization for the protection of animal rights PETA (People for the Ethical Treatment of Animals). As people themselves do not problematize their behavior towards animals, there are organizations that try to point out the greatest problems of inhumane treatment of animals in research laboratories, farms, the entertainment industry, but also as the result of the behavior of each individual. Animal protection societies operate in two ways, fighting large industries globally, forcing positive laws, lobbying national governments and international alliances and organizations, but also at the level of each person, trying to take small steps towards developing awareness of the need to care for animals and change society's attitudes towards them. The world's largest organization for the protection of animal rights, PETA, is leading in that effort with its activities and campaigns. Using all means, often on the verging on the scandalous, this organization grabs as much media space as possible, and with the development of modern social networks, it finally has daily access to a large audience of interested people around the world.