The master's thesis aims to shed light on the animal rights movement and liberation of animals, which currently operates in Slovenia. Since the number of animal victims is the highest in the food industry, the work focuses on the problem of the attitude towards farm animals and closely links it with veganism in Slovenia. The main part of the work focuses on the characteristics, strategies and modus operandi of Slovenian activist organizations. By challenging established norms, they create the conditions for social change and with their activism, they argue that veganism in personal life is not enough and that only joining and working in the movement creates the necessary conditions for changing of hegemonic thinking in the society, changing the laws, promoting and redefinition of animal rights. The work discuss the power of language and discourse, which is both the mechanism of the ruling ideology and the possibility of resisting it. The thesis also consider the necessity of transmitting street activism to social networks, and the transition of civilian movement into a political one. Finally, the work provides a comparison of activism in Slovenia, the United Kingdom and Israel.
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