Samenvatting

This article focuses on the ways in which animal activists that are affiliated with the Dutch branch of Anonymous for the Voiceless – a rapidly growing animal rights organization – shape their movement and actions in the context of the Anthropocene. Drawing on qualitative data, the results show that there are tensions between the way in which the organization presents itself to its audiences and the internal dynamics within the movement. In their frontstage performance, they highlight the open and non-coercive nature of their movement, which they describe as <i>new activism</i>. However, this performance contrasts with the abolitionist vision and internal dynamics within the movement, which is characterized by a clear hierarchy, strict rules for a vegan lifestyle and far-reaching consequences when not complying with those rules.