How do mainstream films, television, advertising, videogames and newspapers engage with key animal issues such as vivisection, hunting, animal performance, farming, meat eating and animal control? Claire Molloy argues that animal narratives and imagery are economically significant for popular media industries which, in turn, play an important role in shaping the limits and norms of public discourses on animals and animal issues. Through analysis of various popular examples this book grapples with some of the industrial, social, cultural and ethical aspects of media discourses on animals. By examining how popular media forms constitute key sources of information, definitions and images, the author explores some of the myriad ways in which media discourses sustain a range of constructions of animals that are connected, appropriated or co-opted by other systems of production and so play a role in the normalisation of particular practices.