ABSTRACT
Formed in 1981, the Farm Animal Reform Movement (FARM) claims that modern, rational, intensive farming techniques, referred to as "factory farming" are cruel to animals raised for human consumption. In response, the group expanded the domain of the factory farming problem beyond animal suffering to include threats to human health and environment. Factory farming and the treatment of animals in the environments are focal points of FARM claims-makers. FARM needed to increase antifactory farm sentiment and attempted to do so through rational arguments supplementing the emotional and moral issue of cruelty to farm animals. Because claims that the treatment of animals on modern farms constitutes a social problem attract little support, groups such as FARM search for other arguments that might get the attention of consumers and policymakers. To gain additional support, claims of endangerment, based on personal health and longevity, and environmental well-being, became part of FARM'S claims-making rhetoric.
