Communicating Vegan Utopias: The Counterfactual Construction of Human-animal Futures

Industrialized animal agriculture reveals human-animal relations defined by routinized, institutionalized violence on a staggering scale. Despite greater public recognition of these issues, consumption meat and other products from industrially processed animals continues to rise globally. This article responds an ongoing need consider unexplored sites in research addressing challenges “meat culture” the promotion alternatives. To this end, it examines film Carnage, about future vegan utopia, as distinctive artistic intervention. It is analyzed unique example construction counterfactual futures – practice imagining potential impact hypothetical events scenarios. claimed that Carnage reflects advances effective advocacy, further innovation artistic, cultural methodological interventions can enliven campaigning repertoires rhetorical strategies, discursive narrative frames.