2026-09-20T06:59:03Zhttps://api.mountainscholar.org/server/oai/requestoai:mountainscholar.org:10217/839062025-12-30T03:35:37Zcom_10217_100532com_10217_100000com_10217_100386com_10217_100303col_10217_100538col_10217_100387
Brown, Victoria L., author
Anderson, Karrin Vasby, advisor
Aoki, Eric, committee member
Carolan, Michael, committee member
2007-01-03T06:37:13Z
2007-01-03T06:37:13Z
2014
Brown_colostate_0053N_12393.pdf
http://hdl.handle.net/10217/83906
https://doi.org/10.25675/3.018845
In this thesis I argue that the People for the Ethical Treatment of Animals (PETA) perpetuate exclusionary and hurtful images in their "Boyfriend Went Vegan and Knocked the Bottom Out of Me" (BWVAKTBOOM) campaign. This campaign focuses on a young couple whose amorous activities leave the young woman, Jessica, with severe injuries. This campaign uses the manipulation of presence and absence to create controversy surrounding Jessica's agency. PETA uses this controversy to help forward a post-feminist ideology. This post-feminist message allows PETA to denigrate women to reassert masculine power and identity. I argue PETA chose to do this because of the "crisis of masculinity" that permeates popular media. The campaign reasserts masculine power through the reproduction of hypermasculinity, heteronormativity, and whiteness. The BWVAKTBOOM campaign reproduces hurtful, hegemonic images to reassert (vegan) masculine identity.
born digital
masters theses
English
eng
Colorado State University. Libraries
2000-2019
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animal rights
PETA
media studies
BWVAKTBOOM
"No topic is taboo": PETA's post-feminist pivot to human-centric imagery
No topic is taboo: PETA's post-feminist pivot to human-centric imagery
Text
Master of Arts (M.A.)
Masters
Communication Studies
Colorado State University
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open.access