The first example I thought of when analyzing how a particular audience is invoked is PETA. PETA is People for the Ethical Treatment of Animals and they are, as their mission statement says, "the largest animal rights organization in the world, and PETA entities have more than 9 million members and supporters globally." They are particularly trying to fight speciesism which they claim to be on the same scale as racism and sexism. They are best known for their very loud and borderline unethical practices in how they choose to try to bring awareness to freeing animals.
When you first enter PETA.org you will see multiple text boxes that mention ending speciesism and some photos of protests or areas of concern for the organization that make a statement that are supposed to be instantly upsetting. After seeing a few photos of animal abuse, headlines for some small wins to try to spark hope, and some protests that involve leather hand bags doused in blood, you will find an offer for a free vegan starter kit. This instantly shows that the audience invoked is radical animal rights activists and people who may be able to be persuaded into changing their lifestyle and fight for the beliefs of PETA. With such harsh messages and vulgar pictures, you know that this is no hippie dippy vegan campaign or a plea to stop animal testing in laboratories. It is a full on attack on anyone who consumes or uses animals and their by products as well as people who may share some beliefs but do not loudly push back against the things that they do not agree with.
Another observation of the web page brought to my attention the exclusivity you are meant to feel when you choose to affiliate with PETA. Before you even scroll, you can find buttons to donate, become a member, and renew your membership. This creates a sense that the audience invoked is very passionate about the work that PETA does and must align with most of their values and beliefs. From this we can assume that all members are fully vegan and do not use any products made by, or tested animals.
They also have bias articles posted about inside operations at humane certified companies and organizations. This immediately shows that they are specifically trying to target people who may still consume and use animals and their by products, but choose to do so in a way that they believe to be ethical and humane. These articles are meant to invoke a sense of distrust and anger in readers that could ultimately result to them converting to veganism and even taking a stand against these companies.
This sites visually and linguistically explicit content is not meant to educate groups of people. It is meant to instill anger and rage in people who most likely did not have it there in the first place. It is really unfortunate that PETA chooses to take this approach because most people would rather not be affiliated with organizations like that although they do have valid points on certain beliefs. I think it is important to note that most of the people who choose to affiliate with PETA follow in their extremist approach and most likely are being more counter active than productive when it comes to ending speciesism.
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