Representation of Indigenous Practices: An Eco-Critical Discourse Analysis of PETA Blogs on Animal Sacrifice in Indian Muslim Culture

Abstract

People for the Ethical Treatment of Animals (PETA) is an activist organization dedicated to raising awareness about animal abuse and advocating for legal protections for both domestic and wild animals. One of the primary ways PETA disseminates its message is through digital weblogs published on its official website. These weblogs promote discourse on animal rights and mistreatment, highlighting cases from around the world, including industrial-scale issues such as factory farming. While PETA’s advocacy aims to foster awareness, this study critically examines the discourse presented in its weblogs, particularly regarding indigenous practices of animal sacrifice observed by Muslim communities in South Asia. Through the lens of Critical Discourse Analysis (CDA), this research investigates how the language used in PETA’s weblogs constructs a Western outsider perspective that potentially misrepresents or marginalizes cultural and religious traditions. By analyzing linguistic patterns, ideological framing, and implicit biases, the study explores whether PETA’s discourse aligns with an ethnocentric narrative that overlooks the historical, religious, and cultural contexts of animal sacrifice. The findings aim to contribute to broader discussions on the intersection of animal rights activism, cultural representation, and discourse analysis, emphasizing the need for advocacy that acknowledges diverse cultural practices while promoting ethical treatment of animals. This research underscores the importance of a balanced and contextually aware approach to global activism, ensuring that efforts to protect animals do not inadvertently perpetuate cultural insensitivity or misrepresentation.