2026-04-17T06:36:36Zhttps://recercat.cat/oai/request

oai:recercat.cat:10230/548732025-12-17T20:24:13Zcom_2072_6col_2072_452954

00925njm 22002777a 4500 dc Kloft, Hannah author 2022-11-15T19:21:42Z 2022-11-15T19:21:42Z 2022 Tutora: Núria Almiron Roig Treball de fi de Màster en Estudis Internacionals sobre Mitjans, Poder i Diversitat Environmental, ethical, and animal defense reasons have led to a rise in the consumption of plant-based meat alternatives. The marketing of these products, however, can reinforce speciesist tropes. While attempts to sell animal products are often oriented at hiding the origin of the meal from the consumer through the ‘absent referent’, I explore what I call the ‘overt referent’: the commodification of the consumption, characteristics, and consent of nonhuman animals to sell plant-based meat alternatives. The paper attempts to lay the theoretical basis of speciesism and expand on the theory of the overt referent through a case study of plant-based meat producer The Vegetarian Butcher. Conclusions include strong evidence for the existence of the overt referent and feedback on the theory is given by the coiner of the ‘absent referent’ theory Carol J. Adams. Speciesism absent referent nonhuman animal The Vegetarian Butcher plant-based meat alternative strategic communication Carol J. Adams There's more than one way to peel a potato: how speciesism is reinforced in plant-based meat alternative marketing through the ‘overt referent’