Who are we and who are they? Historical transformations of violence in the human-animal relationship represented in artistic expressions

Abstract

This study investigates the course of the transformations of violence present in the human-animal relationship in multiple periods of time, using artistic expressions to contribute to this theme. The study uses a multidisciplinary approach from the fields of Arts, History, and Philosophy seeking contributions to the literature on marketing and consumer behavior. Visual critical analysis is the methodology used to analyze six works of art from different historical periods and to understand the human-animal relationship over time. Findings suggest that forms of violence are present in the transforming human-animal relationship. The research challenges the marketing domain of the discussion about this relationship, limited to positive experiences with companion animals; it brings interpretations of the ways of violence in the human-animal relationship over time to understand the meanings and practices of the present; adds elements aimed at discussions and reflections necessary for researchers and marketing professionals, on the human-animal relationship and violence.

Keywords:
Human-animal relationship; Violence; Art; Marketing; Consumer culture