Moving Mountains: Animal Rights Organizations, Emotion, and Autodidactic Frame Alignment

Animal rights organizations, in attempting to affect institutional change in industrial
animal agriculture, face an institutional mountain. I show how these organizations,
though contesting institutions which are highly reified, tacitly endorsed, and historically
inertial, leverage emotional experiences and regulation to incrementally move this
mountain. Using a grounded qualitative study of interview data from animal rights
advocates and archival data generated by animal rights organizations, this study finds that
animal rights organizations have encoded both response- and antecedent-focused emotion
regulation into two distinct strategies used to garner support for their institutional change
project: transgression mining and seed planting. Furthermore, this study expounds upon
the role of moral emotional experiences in the individual-level process by which persons
alternate into support for animal rights organizations and their goals, here labeled
autodidactic frame alignment. Drawing on Goffman’s backstage/frontstage distinction,
this study illustrates how emotion’s role in institutional change efforts varies across both level of analysis and areas of interactive life. In doing so, this research adds empirical
weight to and extends recent theoretical work expounding upon the emotionally-charged
nature of the lived experience of institutions.