The title of this thesis is a reference to Spivak’s famous essay: Can the Subaltern Speak?2 By introducing the concept of the nonhuman in the context of this question, this action seeks to highlight the characteristic silence surrounding the inclusion of nature and animals in mainstream socio-political discussions. In the East Asian context this rings true due to the relatively limited scholarship on animal advocacy dynamics in the region. Taiwan is one such example where in spite of its increasing visibility and effectiveness, the animal protection movement has received little attention in relation to its growing influence in the eco-political landscape of the country. This thesis examines the emergence of animal protection rationales in Taiwan as an example of a ‘New Social Movement’ (NSM), and explores the mobilization dynamics employed by animal advocacy groups engaged in the transformation of socio-natural relationships. For this purpose, this thesis applies Jürgen Habermas’ ‘system-lifeworld’ framework as advanced in his work on NSMs based on The Theory of Communicative Action. The findings indicate that animal protection consciousness in Taiwan arose from a new area of conflicts in the socio-natural space due to economic industrialization. At the same time, the convergence of Buddhist Modernism and Animal Ethics has resulted in the emergence of distinctive identities based on animal protection, and more recently the spread of veganism in the country. Counter institutions established from these processes of communicative action play a central role in advancing new discourses to address human-nonhuman interests. Therefore, the Animal Protection Movement in Taiwan is an increasingly prominent element in the eco-political landscape of the country. Future inquiry should pay closer attention to such developments in the East Asian context. Here, insights from the case of Taiwan’s animal advocacy provide a relevant starting point.

京都大学 / 0048 / 新制・課程博士 / 博士(農学) / 甲第18348号 / 農博第2073号 / 新制||農||1024(附属図書館) / 学位論文||H26||N4855(農学部図書室) / 31206 / 京都大学大学院農学研究科地域環境科学専攻 / (主査)教授 星野 敏, 准教授 橋本 禅, 講師 高柳 敦 / 学位規則第4条第1項該当 / Doctor of Agricultural Science / Kyoto University / DGAM

非營利組織之事業企劃書：以台灣動物平權促進會為例 / With the high level of economic development, there are more and more social issues caused and some nonprofit organizations have founded for advocating core values to influence people and achieve social changes. However, high organizational performance and good organizational effectiveness are not universal in nonprofit organizations; therefore, nonprofit organizations are recommended to refer to marketing knowledge for increasing their organizational effectiveness. This business plan is using a Taiwan nonprofit organization as a case to study how to transfer commercial marketing knowledge into nonprofit organizations for contributing organizational success.

殘酷時尚議題已成為當代的芒刺，對動物保護團體及人權組織形成挑戰。善待動物組織(People for the Ethical Treatment of Animals：PETA)是目前規模最大、發展最完善的動物權利組織，其廣告往往能在人們心中喚醒善待動物的意識。PETA首次在時尚雜誌上發起的反對毛皮廣告活動，即獲得「非營利組織最佳廣告獎(Best Ads Produced by a Nonprofit)」。 本研究的宗旨為，展示公益內容廣告運動可在任何市場導向的經濟體中運作。本研究列舉PETA的PSA廣告範例如下：「我寧願裸體」（“I’d rather go naked”, 1992年) 、「毛皮代表死亡」(“Fur is dead”, 2001年)、「對皮膚感到自在」(“Be comfortable in your own skin”, 2003年)、「拯救海豹」(“Save the seals”, 2009年)。「毛皮」 （“Skins”）主題上述廣告皆由知名女性代言。 本研究為質量研究，採用射影技術(projective technique)及深入訪談，調查結合訊息與圖像的PSA廣告在傳達動物權力相關議題時的效果。本研究將指出這些廣告可如何透過1.有創意、逼真的圖像、2.說服力的寓意訊息及3.知名代言人，加強傳遞人與自然關係的概念。 本研究發現，具說服力的訊息必須擁有逼真、富含寓意、簡潔、清楚等特性，且僅有在搭配適當的圖像時，才能發揮效力。此類圖像必須擁有不含混、非情色誘因、有創意、外來風或暗中使用性訴求等特性。廣告必須同時訴諸感性訴求及現實主義，並由知名、受人敬重的代言人出演。當公益廣告意圖以幽默感營造有利的風趣情境時，就不應使用嚴肅形象，或要求觀眾訴諸行動。至於訴諸恐懼類的公益廣告，則結合令人反感的圖像特徵及寓意訊息，仍可營造有利觀眾回應的情境，然而太過強烈的反感特徵有時會造成觀眾無法掌握寓意，導致觀眾無法回應。訴諸恐懼類平面廣告所引起的觀眾回應差異，以及本研究的局限性，可歸因於應答者的文化差異。 本研究做出結論為，擁有優良公眾形象及正面背景的知名代言人，可成功向大眾傳遞寓意訊息。再者，有創意、逼真，但不過度暴力、過度情色的圖像可吸引觀眾目光，促使大眾意識並做出反應。 / In the Modern Age the problem of killing fashion has become a thorny issue for the fashion industry, animal rights protection organizations, animal world and humanity. In this respect, People for the Ethical Treatment of Animals (PETA) performs as the largest and most highly developed animal rights institution in modern countries. PETA’s advertising has made a revolution in people’s minds concerning the ethical treatment of animals and already the first advertising campaign by PETA received the “Best Ads Produced by a Nonprofit” Award for its anti-fur advertising campaign in fashion magazines. The purpose of the study is to show how such social content advertising campaigns can work in all countries that are learning to live under market-driven economies. This research concerns properly selected print PSA samples of “I’d rather go naked” (launched in 1992), “Fur is dead” (launched in 2001), “Be comfortable in your own skin” (launched in 2003), and “Save the seals” (launched in 2009) campaigns presented by a number of celebrity spokeswomen posing for PETA’s “Skins” print advertisements. Based on qualitative research with the use of projective techniques and in-depth interviews, the study investigates the impact of a combination of PSA specific messages and image characteristics concerning animal rights using Public Service Print Advertising. The research will show how these ads hopefully can improve their effectiveness in order to achieve more respect for the human-nature relationship by using 1) Creative, realistic images, 2) A powerful educational message, and 3) A highly respected and appreciated celebrity spokesperson. The study found that a strong persuasive message is defined as realistic, educational, laconic, clear and the advertisement is ultimately effective only when used with proper image characteristics. Such image characteristics are non-vulgar, non-sexually distracting, but creative, exotic, or latent in sexual appeal. An advertisement should use emotional appeal and realism, presented by a celebrity spokesperson with a respected personal background. While PSA uses a high degree of humor to produce favorable and amused attitude, they do not present a serious image or promote a call to action. Regarding using fear appeal, strongly unpleasant image characteristics combined with educational messages still may produce a favorable and responsible attitude. However, it was found that unfavorable perceptions caused by strongly unpleasant images sometimes distracted viewers from the educational message or failed to produce a responsible reaction. The striking differences among public responses regarding fear appeal in print ads and study limitations can be attributed to cultural differences within respondents. The study has concluded that strong educational messages spoken by highly trustworthy celebrities with positive background activity makes the public listen. Furthermore, creative, realistic, but not overly-violent or overly-sexual images catch the viewer’s attention, makes the public more aware and encourages responsible thinking.

當人們談論動物保護時，可能提出的問題大約不脫「人類是否應該保護動物」、「人類為何保護動物」、「人類應該保護哪些動物」，以及「人類如何保護動物」之延伸範疇，針對這四個問題又可以依所採之研究基礎偏重倫理學或法學，而有各種不同的回應。 本文採取偏重法學角度之立場，從實定法出發，隨時序個別分析我國及德國動物保護法之歷史發展及現行法呈現之樣貌後，藉由與咸認先進的德國動物保護法制及其背後所可能隱含之人與動物關係的歷史變遷進行比較研究，試圖在同與異之間尋找我國動物保護法所隱含的人與動物關係之可能解釋，此乃嘗試從實定法追溯背後的倫理學意涵，並在此解釋基礎上，進一步探求動物保護法益之可能回答，由倫理學再回歸法學領域，均是試圖回應「人類是否應該保護動物」及「人類為何保護動物」二問。 最後嘗試藉由求得之動物保護法益「道德感情」來建構我國動物保護刑事規範，則是試圖給出「人類應該保護哪些動物」及「人類如何保護動物」二問在刑事法層面上之回答，對現行動物保護法刑事規範提出修正建議，包括將動物一般保護規定及刑事規範分勾，擴張動物一般保護之客體範疇而維持刑事規範涉及之行為客體範圍，以重構本文理想之動保刑事規範。 / When referring to animal protection, the most popular questions probably will be within the range of the following four. Should humans protect animals? Why should humans protect animals? What kind of animals should humans protect? And the final one, how do humans protect animals? The answers can be changed depending on the different views, like ethics view or legal point of view. This study basically focuses on the legal point of view, starting with Taiwan’s Animal Protection Act and German’s Animal Welfare Act (in German: Tierschutzgesetz), by comparing those two different animal protection systems, trying to figure out the development level of Taiwan’s Animal Protection Act in the tide of the world’s development of animal welfare, then using the conclusion to explore the legal interest of animal protection, attempting to answer the first two questions: Should humans protect animals? And why? Furthermore, using the legal interest “moral emotion” to construct ideal animal protection criminal legal norms, attempting to answer the rest of the questions: What kind of animals should humans protect? And how to protect? The final purpose is to reconstruct an ideal animal protection criminal law system in Taiwan.