Unveiling the strategic discourse of european dairy industry pressure groups: A Critical Animal Studies perspective

Abstract

This article examines the discourse of pressure groups within the European Dairy Industry (EDI) using a Critical Animal Studies perspective. The study first identifies the EDI as a powerful economic actor by analysing its key companies, pressure groups, and their relationships. Then, it analyses the discourse constructed and the rhetorical devices these interest groups use regarding 1) the animals exploited by the industry and 2) the nutritional recommendations influencing dietary guidelines. The dairy industry forms a significant economic and corporate conglomerate that actively influences food recommendations and maintains extensive coalitions and lobbying efforts. The EDI interest groups tailor their narrative to align with current environmental, health, and animal welfare concerns while paradoxically contradicting them. Notably, the interest groups entirely disregard the interests of animals in their discourse, representing them as inanimate objects devoid of sentience, autonomy, and individuality through a series of rhetorical devices.