Feeling, thinking, acting

Abstract This article considers the multi- and intersemiotic expression of empathy and compassion in a campaign organised by the Vegan Society. It draws upon insights from ecofeminism and the ethics of care as well as systemic functional semiotics as a way of exploring how instances of attitude (affect, judgment and appreciation) in the campaign’s various texts might be negotiated and shared, creating potentials for empathetic and compassionate responses. The study finds that parts of the campaign represent empathy and compassion as exemplars for readers to follow, while other parts of the campaign, especially social media, provide readers with an opportunity to enact empathy and compassion. The study also identifies gendered and generational dimensions, and suggests that syndromes or clusters of positive and negative attitude can form the basis for empathetic and compassionate responses.