zoomorphism

A corpus linguistic approach has been applied to examine the representation of donkeys in public discourses for an international equid welfare charity (The Donkey Sanctuary) with a view to improving the British public's understanding of the roles of donkeys, in Britain and worldwide. By increasing understanding of public perceptions, this study aims to support improvements in donkey welfare through targeted education.

The study explored patterning in public discourses about donkeys (online and print news and social media) using corpus linguistic (CL) techniques and tools, supplemented with methods from discourse analysis. The findings highlight key representations of donkeys in public and media discourses that are not present in informed discourses about the animals. In this paper, we examine the results of the corpus study from the perspective of one current aim from The Donkey Sanctuary's public engagement strategy: to promote understanding of donkeys as sentient beings with the capacity to experience a wide range of emotional responses to events or situations.

We found that donkey experience is more subtly represented in the discourses than other aspects of donkey lives, such as actions and behaviours, which have more obvious, overt representations. The results demonstrate the value of applying the CL framework for researchers and practitioners involved in textual analysis for charity communications and public awareness campaigns. We discuss the implications that our findings have for donkey welfare—and animal welfare more generally—as well as what such a methodology could offer other organisations providing public education and/or relying on philanthropic support from the public.

Established representations of donkeys in western literature and popular culture have often been negative, portraying the animals as stupid, inept, and bad tempered. To understand whether such representations are reflected in contemporary understandings of donkeys, we constructed a digitized body of texts (a corpus) from contemporary (public-facing) news articles and (public-produced) social media posts about donkeys, which we analyzed using quantitative and qualitative language analysis techniques drawn from corpus linguistics and discourse analysis. We supplemented this with focus groups conducted with members of the public to gather insights and reflections on key patterns of representation in two key news texts identified in the linguistic analysis. This combined approach, which is novel in its application to animal welfare topics, revealed that donkeys are most commonly represented as figures of entertainment, ridicule, and as victims of hardship and suffering (i.e., animals in need). We argue that such representations can sideline, obscure and “invisibilize” the real animals, leading to persistent misunderstandings and false conceptions about donkeys, which are further perpetuated through language use and can be difficult to disrupt and change. These findings have important implications for animal welfare, education programs, and public communication about donkeys. Finally, we highlight areas where incorrect, unhelpful, and potentially damaging representations can be challenged by those seeking to improve the contemporary status of donkeys.