Emerging Moral Vocabularies

the long version

"A central observation of the social sciences has been that the modern age is one of constant change. This change has resulted in the emergence of new moral and ethical claims and understandings, which author Brian M. Lowe refers to as "moral vocabularies." Lowe seeks to explain conditions under which certain moral vocabularies are more likely to gain acceptance in the wider host society. By focusing on the animal rights and tobacco control movements, this work explores the process of moralization and the fragmentary nature of the emergence of new forms of moral and ethical meanings within the wider host society. Emerging Moral Vocabularies challenges the broad assertion that Western post-industrial societies are inevitably becoming more individualistic and self-centered, and instead encourages scholars to examine emerging forms of moral and ethical meanings, which create new moral boundaries."--Jacket.