Digitalni aktivizam na primjeru pojedinaca koji se zalažu za dobrobit i prava životinja u Bosni i Hercegovini
Digital activism as exemplified by individuals advocating for the benefits and rights of animals in Bosnia and Herzegovina

Summary/Abstract: The paper represents a quantitative and a qualitative analysis of attitudes of citizens of Bosnia and Herzegovina towards animals and their socio-cultural status in society. On the one hand, the research targets general population, with a view to determining dominant approaches by means of which the animal part of society is perceived, whereas, on the other hand, the animal advocacy on the part of individuals operating within and outside animal protection associations is analysed, in order to map out the theme and set out directions of public communication in Bosnia and Herzegovina as regards animals and their rights. For that reason, the author focuses on animal advocacy studies as a separate scholarly discipline, which is concerned with animals as active participants of social and cultural life. In order to oppose classic, exclusively academic, studies in the field, there have been critical animal studies introduced, more activist in their nature, since their field of interest goes beyond a theoretical and academic discourse as it deals with policy makers and activism directed towards liberating animals. The data has been gathered by virtue of general population survey method and of semi-structured interview engaging prominent individuals recognised as promoters of animal protection. This particularisation of animal advocacy has enabled us, by means of ‘a direct activist voice’ (Marjanic, 2014), to view the motives of their engagement on the social media, which range from personal actions, over advocating for the cause, to setting up various civic organisations (Altar et al, 2007).

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