Abstract

Maxim Fetissenko (2011) argues that the animal rights movement needs a new rhetorical strategy focusing on human health benefits and environmental preservation rather than on moral argumentation. Against this, I claim that the movement has not overused but rather has downplayed moral argumentation. Instead of promoting its real agenda, the movement has often diminished the issue of animal oppression and implicated itself in the reproduction of speciesism. If our goal is to abolish speciesist oppression, we should work consistently to make alternative identities and values available to people rather than opting for illusory shortcuts that do not disturb the speciesist social order.