One of the central observations of the social sciences has been
that the modern age is an age of constant change. This change has
resulted in the emergence of new moral and ethical claims and
understanding, which author Brian Lowe refers to as "moral
vocabularies." Lowe skillfully seeks to explain under what
conditions 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 absorbing 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 for moral and
ethical meaning, which form new moral boundaries.
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