Cultural change is often neglected in the animal rights movement, even though it is crucial to eliciting positive change for animals and ensuring that the victories we make have a better chance of being preserved and becoming consensual. An important way to stimulate cultural change is to launch new media focusing on animal rights, speciesism, and veganism to influence more mainstream media to tackle these issues and publish high-quality articles.

In this talk, I will use the French-speaking podcast I launched three years ago, Comme un poisson dans l'eau, as an example of what can be accomplished with relatively scarce resources but a clear theory of change that is focused on the battle of ideas.