Abstract

The Portuguese animal rights movement has been extremely active in campaigning against bullfighting. Indeed, from 2002 to 2014, this was their main priority in terms of campaigns. In this article, I assess how these campaigns have been carried out, arguing that the animal rights movement in Portugal has been othering supporters and practitioners of bullfights in their campaigns. In other words, their campaigns have consisted of drawing a sharp contrast between bullfight supporters and practitioners and the rest of the population. I argue that a consequence of this is that the speciesist practices of the majority of Portuguese have become normalised; consequently, leading to the reinforcement of some speciesist norms.