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Date of Award


Document Type

Thesis - Pacific Access Restricted

Degree Name

Master of Arts (M.A.)



First Advisor

Teresa Bergman

First Committee Member

Qingwen Dong

Second Committee Member

Heather J. Hether


This thesis employed a Historical-Critical method using rhetoric and framing theory to examine the 2008 Proposition 2: Prevention of Farm Animal Cruelty Act campaigns. The Californians for Humane Farms (HSUS) and Californians for SAFE Food (CSF) were the respective proponent and opponent coalitions analyzed in this thesis. The analysis examined sixteen campaign artifacts that were examples of how the proposition was communicated to California's voting populous. In Conjunction with the appeals and frames, the message strategies were analyzed as to how they allowed the HSUS and CSF to effectively communicate with voters. By using rhetoric and framing 4 theory this analysis was able to distinguish which rhetorical appeals effectively supported the campaigns. The analysis showed that the HSUS was successful with their campaign because of well-executed rhetorical appeals that created a concise message about animal confinement and animal cruelty issues.



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