This article examines a high-profile “naming and shaming” campaign launched by the activist group People for the Ethical Treatment of Animals targeting the controversial sheep husbandry practice of mulesing. This campaign led to important changes to the “rules of the game” governing global merino wool production. This article suggests that contests between activists and other stakeholders over the framing of the policy problem and activists' choice of strategy can result in co-optation of activist ideas by corporate actors. The possibility of co-optation of ostensibly successful social movement campaigns highlights the importance of considering such campaigns in light of movements' values and longer-term goals.

中文翻译：

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麻木疼痛或分散压力？PETA 反对骡子的“点名羞辱”运动的增选

本文考察了激进组织“善待动物组织”发起的一项备受瞩目的“点名羞辱”运动，该运动针对的是有争议的牧羊骡子这一有争议的饲养实践。这场运动导致管理全球美利奴羊毛生产的“游戏规则”发生重大变化。本文表明，激进主义者和其他利益相关者之间就政策问题的框架和激进主义者的战略选择展开竞争，可能会导致企业行为者采纳激进主义的想法。吸收表面上成功的社会运动运动的可能性凸显了根据运动的价值观和长期目标来考虑此类运动的重要性。